How Marvel Studios used animation to explore infinite possibilities within its cinematic multiverse
In short: What If...? was the first animated series from Marvel Studios, designed to break the boundaries of live-action storytelling. By reimagining pivotal moments from the Marvel Cinematic Universe, the show allowed creators to take bold risks, introducing new heroes and alternate realities while maintaining a unique, cel-shaded visual style.
Launched in 2021, What If...? served as an anthology series that explored alternate timelines within the Marvel Cinematic Universe (MCU). Created by A. C. Bradley and directed by Bryan Andrews, the show was built on the premise of examining how major MCU events might have unfolded differently. The series was narrated by Jeffrey Wright, who voiced the Watcher—an all-seeing, alien observer who remains detached from the events he witnesses, much like a viewer watching a screen. This narrative device allowed the show to function as a cautionary tale, drawing thematic inspiration from The Twilight Zone.
The production utilized a distinctive 2.5D animation style, blending 3D models with 2D lighting to mimic the look of classic American illustrators like Norman Rockwell. This aesthetic was chosen to retain the monumental feel of the films while capitalizing on the creative freedom of animation. Because the series was set within the multiverse, it provided a space for the studio to experiment with characters and scenarios that were not constrained by the continuity of future live-action projects. Over the course of three seasons, the series featured dozens of actors reprising their film roles, though it also introduced original characters like Kahhori, a Mohawk woman who discovers powers after a Tesseract crash.
While the series received generally positive reviews for its creative storylines and animation, it faced criticism regarding episode length and writing. The show concluded its run in 2024, with executive producer Brad Winderbaum noting that the decision to end the series was driven by broader narrative shifts within the Multiverse Saga. Despite its conclusion, the project remains a significant milestone for Marvel Studios, marking its first foray into animation and establishing a dedicated branch for animated content. Its legacy persists through its influence on the Marvel Animated Multiverse and its exploration of the infinite 'what ifs' that define the franchise's expansive storytelling potential.
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Sources
- Summary by Intellect · source: What If...? (TV series)
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