Thor: Love and Thunder
Bringing Thor's Tale to Life through Children's Theatre
DELIVERABLES
Key Art
ATL
Production
Art Direction
Illustration
TEAM
Client: Disney
Agency: 20ten Creative
Creative director: James Long
Art director: Jose Luengo
YEAR
2022
In the summer of 2022, the God of Thunder made his epic return to the big screen in "Thor: Love and Thunder." As an art director at 20ten, I had the privilege of working on a dynamic ATL campaign designed to engage audiences during an unforgettable UK summer.
Brief
Disney tasked us with developing a campaign that not only highlighted the tonality and excitement of the movie but also cleverly recapped Thor's intricate MCU backstory. Our innovative approach involved re-telling Thor's story through a children's theatre performance, ensuring accessibility and entertainment for a diverse audience.
Concept and Execution
We aimed to encapsulate the essence of Thor’s journey through the lens of a whimsical mini theatre performance. The goal was to create an engaging and heartwarming narrative, told by a group of children, that would resonate with both young and older Marvel fans.
The screenplay was crafted to highlight key moments in Thor's timeline, enhanced by a narrator who provided transitions and added a magical, childlike perspective.
Inspired by the charm of amateur children's theatre productions, we utilised wide shots to capture the entire stage and intimate close-ups for reactions and outtakes.
Creative and Production Process
As the art director, I designed hand-drawn, childlike set illustrations that added a playful aesthetic. Our innovative parallaxing props allowed for seamless scene transitions from Asgard to New York, enhancing the visual storytelling.
We used bright lighting to highlight the children's expressions and coloured stage lighting for dramatic moments. Three locked-off camera angles ensured comprehensive coverage and flexibility in post-production.
Final Delivery
The final piece, delivered across YouTube and social media, successfully combined all our in-house skills from creative to production.
This project was a testament to the power of collaborative creativity. Working closely with the creative director and the wider team, we brought a unique vision to life that resonated with audiences and met the client's objectives. The blend of traditional storytelling techniques with modern production values showcased our ability to innovate while staying true to the core of the characters and the story.
