The Marvel Cinematic Universe gets a lot of criticism for its massive catalog of film and TV projects blending together into a single creative concept. While this derision is vastly overstated, there is a tendency toward similar aesthetics across the entire franchise that makes the more creative entries stand out.
Theaesthetics of the MCUtend to stick to individual series. TheThormovies have a similar look, as do theSpider-Manmovies, as do theIron Manfilms. The cross-over films likeThe Avengersforce the participants to share a look for a time, but they often leave each member a bit closer in style in their next appearance.
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Ms. Marvelis only a couple of episodes in at the time of writing, but the most striking thing about it is its visual style. The series is returning to the classic high school student superhero, which has been the exclusivedomain of Spider-Manin the MCU for many years. The coming-of-age story has always been a great mirror of superhero origin stories, and Kamala Khan’s story introduces a variety of interesting elements to the format. Kamala’s Pakistani Muslim heritage and the resulting connection to her family and community are extremely important to the story. The series takes place in Jersey City, New Jersey, an area of the US that hasn’t been portrayed in the MCU until now. Her obsession with the superheroes that have saved the world over and over is one of her most defining traits. Every one of theseelements is key to the series, not only in plot, character development, and dialogue but in visual design as well.
From its first moments,Ms. Marveluses a hand-drawn animation style mixed in with the standard live-action.Kamala’s playful daydreams aredepicted in beautiful colors. Her imagined versions of fellow Marvel heroes appear in the form of charming notebook doodles. The world from Kamala’s point of view is fantastical and beautiful. Boring characters are drowned out by a hand-made Marvel cartoon playing out across the desks and walls. When she sees Kamran, he’s surrounded by visual effects like a diligently crafted fancam. Her eyes aren’t always the perspective through which fans get to see Kamala’s life, but it is extremely distinct. The show divides its time between the all-too-real world andKamala’s beautiful fantasy world. This commitment to translating her unique personality into the show’s visual style is key to its presentation.
So much of the MCU takes place in New York City. There are a ton of world-crossing journeys, fantasy landscapes, and far outer space locations, butThe Big Apple is stillone of the most prominent settings in the franchise. This is true of the source material since so many Marvel heroes and villains are from the area and so many big events take place within its limits.Ms. Marveltakes place in New Jersey, an often ignored area by the franchise. Kamala is known as the hero of The Garden State in the comics and the show takes advantage of that unique setting. Like Sam Raimi’s take on New York, much of the show is actually shot in Atlanta, Georgia. Georgia has been a very common filming location for the MCU and blockbuster projects in general, but New Jersey plays itself where it counts. The long sequence of Bruno and Kamala’s bike trip to AvengerCon is distinct in its portrayal of the city’s architecture. Playing into the unique aspects of the setting is key to makingMs. Marvelstand out, and the show is handling that well so far.
Kamala Khan’s heritage and her relationship to that heritage is a key aspect of the show. The ritual clothing and fashion attendant to her family and community make up a ton of the show’s main character’s garb.Characters in hijab and other traditional clothingmake the characters ofMs. Marvelstand out against the usual MCU character design. This element also introduces a rarely capitalized visual storytelling detail, allowing characters' fashion choices to help express their personality. Most of the cast of the MCU reveals very little of their personality through their wardrobe, and not just because their often decked out in superhero costumes. Kamala’s friend Nakia gets to explore her evolving relationship with the hijab in dialogue, but the outfit tells just as much of the story.
Ms. Marveldoesn’t have the alternate universe splendor ofLokior the multiple historical aesthetics ofWandaVision. It doesn’t have the budget of most of the big movies, but it does have the creative vision to find a great design sensibility.Kamala Khan’s debut in the MCUmay have changed some key details, but the creative team has demonstrated the importance of introducing fresh blood into the franchise. Fans will have to wait and see howMs. Marvel’s creative presentation will evolve in the upcoming episodes.
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