Overview

Character Profile

Hawkeye AKA Clint Barton is a founding Avenger but the everyman in a group of gods and super powered individuals. He’s a highly skilled archer, but trying (and succeeding) to keep up with myths and legends is hard work.

more research backstage

Background

As of November 2021, there are 25 upcoming Marvel titles releasing in the next three years, fifteen of those are streaming tv shows, and one of those stars original avenger Hawkeye, AKA Clint Barton.

However, according to research, Hawkeye is the least memorable and likable Avenger despite being representing the everyman and being the most immediately relatable.

Challenge

How can we generate excitement and empathy for America’s least favorite avenger?

Opportunity

Merge the Marvel Cinematic Universe (MCU) with our universe and put fans in the position to rise to the challenge to become super themselves, thus creating more understanding and empathy for a forgotten character like Hawkeye.

Solution

Phase One - Merging Two New Yorks

Phase Two - Rising to the Challenge

Phase One: Merging Two New Yorks

Many of the Marvel movies center around New York City, as does the upcoming Hawkeye show and the comics it’s based on. Lucky for us, the MCU’s New York and our New York are identical—minus the alien invasions and super powered individuals. For us to merge these New York’s of two different universes, we will create scenes that let the audience feel as if they’ve stumbled upon the aftermath of a super battle.

Hawkeye is known for his trick arrows, so by placing stray and sprung trick arrows around New York City, we’re creating the implication of just-missed cinematic battles through Christmastime Manhattan.

Grand Central is the location of the climactic first Avengers Assemble from the first movie

Rockefeller plaza is a featured location in the Hawkeye show

the radio city christmas baubles are an iconic NYC Christmas feature.

Phase Two: Rise to the Challenge

Now that the audience feels like they're in Marvel’s Manhattan, let’s give them the training to feel like they can keep up with the supers too. A partnership with Gotham Archery trains wannabe heroes in the basics of archery, culminating in a heated game of archery tag to test their mettle in battle.

Endgame

It’s proven that experiential events create empathy and an emotional connection between consumers and brands, so why not use that technique to create hype around a sidelined character? By immersing fans in the hectic universe of battles and heroes, and training them in an analogue but deadly weapon, we’re creating new common ground between the fans and a forgotten character like Hawkeye.

Reflection

Summarize. Distill. Introduce.

Despite popularity rankings, Hawkeye has been my favorite Avenger since the 2012 titular movie. I know this character and this universe really well, and one of the challenges of this project was finding a way for other people to care about him too. This is the first proper feature that Clint Barton has really had in the MCU—in a franchise with dozens of characters he’s been pushed to the sidelines and badly written since his first introduction.

New ground for Disney

In my research i was baffled to find that Disney has done very little in way of experiential advertising and fan events despite arguably inventing modern immersive design with their famous parks. Experiential in entertainment is on the rise, and a perfect space for Disney to enter with ready-made expertise.

Hawkeye Backstage

Epilogue

Ever feel overwhelmed by MCU timelines? I created a comprehensive timeline of the infinity stones history in marvel cinematic history.

Check out what I’m currently watching behind the curtain and email me to chat about the MCU.

behind the curtain