Idea
The art of beating the odds.
Every Matthew Vaughn film could have been seen as an uncertain bet. Yet time and time again, MARV has brought us one-of-a-kind legends that re-define genres and form those of their own: The Kingsman franchise, Rocketman, Layer Cake, Kick-Ass and more. AKQA set out to create an ident as original, indelible, playful and tantalising as the films it introduces, while nodding to Matthew Vaughn’s unpretentious urge to beat the odds.
Darkness floods the screen. Shaking is heard from within a distant dice cup. Out of the shadows, dice are cast into light, choreographed as if straight out of a Vaughn fight sequence. They’re amplified by a bespoke, subtle synth score with soft choir, adding to the scene’s intrigue. The dice spiral mid-air like two birds of prey. Time slows down as opposing sides linger to, one by one, reveal each letter. M…A…R…V. They lose tension and hit the deck. One continues to slowly tumble as we finally dip to black, caught in a moment of uncertainty. The audience is left wondering: will MARV do it again?
From the suspense of the cinematic ident, MARV opens into Matthew Vaughn’s ever-expanding universe. Past and present titles are there to be explored, with hints at future releases. Each film is marked by a unique set of dice, inspired by its individual themes and visual language. The dice are the dynamic expression of an evolving body of work, the signature of a visionary filmmaker, and the audience’s invitation into an unforgettable world.