We were asked to turn an eight-year-old girl with a field hockey stick into a Marvel superhero

Background

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In 1961, Marvel released the first issue of The X-Men inspired by the Civil Rights movement. Not only did it show the power in diversity and the unique qualities in every individual, but it also paralleled the struggle of minority American, especially African-Americans in 1960s.  Marvel needs to create a new character that can explore global societal issue.

Challenge

The current political climate is widening the divisions which have existed in this country for centuries again. We need an empathic hero who can bridge the gaps, listen, and fight when necessary.

Objective

The new character will be a commercially viable and relevant addition to the Marvel Universe.

Insight

Today we are still struggling to view the world with understanding, empathy, and respect. Our children, our youth, and our future of the country who have been affected by the discourse shown in media need to understand the right way to communicate and solve problems.

We need a hero who can empathize and bridge the differences – different people, different backgrounds, different worlds.

Strategy

Marvel’s new character will communicate the idea that understanding and empathy are the cornerstone for solving problems to children.

Character Launch

Clara Tapia, an eight-year-old Mexican-American girl, is our new Marvel hero.

As a speaker of the dead, Clara could use her power to pull spirits through the objects of their former life, recruit them, or even borrow their ghostly powers for a time. But Clara can't force her will on the spirits. Instead, she must convince every ghost she summons to help her in the adventures. 

After wielding the field hockey stick, Clara meets her first phantom friend Mr. Withers. He was murdered by the field hockey stick decades earlier and now he turns to Clara to bring his murders to justice.

Clara and Mr. Wither’s adventure will unfold in the Netflix Original Animated Series: Shady Grove.

As they get closer to the truth of Mr. Wither’s death, they also realize there are much more mysteries behind Shady Grove (the neighborhood where they live) waiting to be revealed. In the course of the adventure, Clara will uncover why so many former superheroes and S.H.I.E.L.D agents have retired to her suburban streets. With the superpower, Clara is not only the bridge between supernatural and natural world but also the bridge of a mutant S.H.I.E.L.D.-agent mother and non-mutant Mexican immigrant father.

 

Shady Grove, the Netflix animated series, target at children up to the age of 8 who usually watch television shows with their parents. While children are learning how to solve problems through empathy and understanding from Clara, parents will also be enjoying the intertwining stories between Clara and other classic Marvel superheroes.

Team:

Andrew Tuchow (Strategist), Billy Reano(Experience Designer), Casey Philips (Art Director), Carly Harrison (Strategist), Lareina Liu (Brand Manager), Tyler King (Experience Designer), William Luck (Copywriter)