Marvel: Character Development

Situation

While the Marvel Universe has over 7,000 characters, it has primarily focused on a limited set of prominent characters, especially in developing them in the world of television and film. Moving forward, Marvel needs to decide if they are to continue on this path with the prominent characters, or expand into a larger set of lesser-known characters.

Challenge

Create a new blockbuster character for Marvel, born out of a cultural dimension, with a story giving context to the character and an integrated launch plan.

Approach

Marvel develops characters that grow through their fan base prior to reaching the mass public. Because Marvel movies are primarily targeted for the fans, not the masses; our recommendation is to heavily invest into products and licensees that generate revenue and character implementation prior to developing feature films.

This got us thinking

What problem can we help solve for with our new character implementation?

We looked at the Marvel catalog and accessed the cultural environment that birthed some of Marvel’s biggest charcters.

Multicultural Gen Z (10-22) + Millenial cuspers (23-36)

Individuals who are experiencing consistent internal and external change.

When devleoping the cultural landscape for our new character, we decided to address a variety of topics that mirrored modern society. These include Systems of Oppression, Conformity, Gender roles, & Multi-ethnicity.

Character Reveal

The Alchemist

From the country of Latveria, ruled by Dr. Doom

19 year-old Tripp and his twin sister, Tora, have their own individual powers. Growing up, Tripp has always felt inferior to his sister. She has the stronger power of telekinesis and is a domniant leader, while Trip is more reserved.

When Tora is killed while leading an “underground” suffrage movement, Tripp inherits Tora’s powers, becoming The Alchemist.

Tripp feels the consequence of compliance. Discovering a purpose to use his power.

Launch