Back in 2009, when the Walt Disney Company partnered up with Marvel, the ceiling for epic blockbuster entertainment was blown sky high. Luckily for us the effects of this good-news-explosion rippled all the way to the loyalkaspar offices in New York! The afterglow for us was the dream opportunity to team up with our best friends at Disney XD and combine the aspirational teen world of XD with the physics-defying universe of Marvel. Thus the concept for the “Marvel Universe on Disney XD” programming block was born. And comic fans across the LK office rejoiced.
The biggest challenge we faced was how to create a unique execution that felt true to both properties. After many months of deliberation and exploration, we landed on a sublime marriage of styles: a motion comic with the look of a Marvel graphic novel and the immersive animation style of Disney XD. It was the perfect opportunity for us to push the boundaries of XD’s tight branding, a chance to try our hands at something that most kids can only dream about, and a great excuse to put a ring on LK’s favorite concept artist, Ben Zylberman.
So over the course of an epic Block Open spot and six promo packages, each referencing a relatable yet Marvel-centric environment, our universe came to life using the style of comic books with matte painted 3D textures for additional depth. And to take that marriage one step further, we even “Marvel-ized” the Disney XD font to create a custom hand-drawn typeface with unmistakable qualities passed down from both parents. In the end, there’s no question that when it comes to the TV versions of your favorite superheroes, Disney XD is the home of the Marvel Universe. And they’ve got some pretty kick-ass branding to back up that claim.
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