Coming out of the pandemic, Marvel wanted to find a way to inspire people to return to the theatre-going experience. So we poured our own love of cinema into an epic piece that evoked the sheer emotional impact that only seeing films together in a theatre can create.

From discovering a moving archival speech from Marvel creator Stan Lee, to creating a rousing custom score inspired by the Marvel theme, to using a bootleg video of Avengers: Endgame on opening night, we pulled out all the stops to express the joy, excitement, and awe of the cinematic experience.

Released across the internet, garnering tens of millions of views in a matter of weeks, the piece became a clarion call not only to Marvel fans but to film lovers at large. We also got calls from a number of other studios and creatives within the film industry thanking us for putting this out in the world at a time when people needed a reminder of the communal power of film. And the cherry on top? It went on to win a Grand Clio.