Visualization

Affiliation:

• The Third Floor Company

My Roles:

• Visualization Artist

Case Study:

Doctor Strange in the Multiverse of Madness

Related Team:

• Asset Builders

• Technical Artists

• VFX Supervisor

• Directors

• Writers

• Producers

• Coordinators

• Production Managers

• Casting

Visualization mirrors UX design!

Overview

Problems

Solutions

Used visualization to test clarity and flow

This project is from when I was a visualization artist at The Third Floor - interestingly, the visualization process was very similar to UX design. So I think of visualization as a cinematic prototype.

UX Parallel: Just like a prototype, Visualization ensures feasibility and intent alignment in movies with heavy visual effects.

Multiverse scenes can be confusing

Poor flow risks story loss and disengagement

Ensured scenes were clear and easy to follow

Empathize

End Users:

• Young adults (18–34)

• MCU fans

• Global audience

Users Problems:

• Hard to follow a fast-paced story with lots of VFX

• Need clear visual guidance

Business Objectives:

• Minimize risks and costs with early visual planning

• Streamline filming and post-production with precise visualization

• Minimize reshoots and increase efficiency

Goals:

Translate complex, action-packed script into visual blueprints

• Align director’s vision with technical constraints

• Ensure clarity across shots and teams

• Use motion, timing, effects, and camera to communicate the story

• The audience enjoys the final movie

How might we design visually complex scenes so that audiences can follow the story and feel emotionally connected?

Define

Ideation

Competitive Audit:

Analyzed MCU films and comics, researched visual style and audience expectations

Brainstorming:

• Reviewed script & creative briefs

• Sketched thumbnail concepts

• Discussed ideas with supervisors to select the best one

Similar design process as UX and product design

Wireframes:

• Storyboards and Animatic

Low Fidelity Prototype:

• Built master file in Maya using assets, mocap & keyframe animation

• Defined camera angles and timing

• Low-fidelity 3D version of the Storyboards (blocking)

Design System:

• Followed the cinematography principles and MCU style

Design

Storyboard | Wireframe

Visualization | Hi-Fi Prototype

Final

Wong Fight Evolution

High-Fidelity Prototype:

• Iterated based on lead, supervisor, and director feedback

• Ensured seamless visual flow across shots

Design

Test & Iteration

Visualization sequences were screened for studio executives and key stakeholders; approved sequences proceeded to final production.

Outcomes

• The Visualization formed the foundation for the action sequences.

• Audiences loved the film, and it hit $955.8 M gross revenue.

• Won "Outstanding Visual Effects" award.

Final

Key Takeaways

UX Transferable Skills:

• User-centered thinking and narrative design

• Team collaboration, iterative problem solving

• High-pressure execution & attention to detail