The great thing about an origin story is that there is usually progression inherent in the content. In the case of Iron Man, it was in the re-birth of Tony Stark and his development of the Iron Man weapon. We utilized this as the cornerstone of the site starting with the Mark I and ending with the Mark III.
Starting with the Mark I, we rolled out all 3 suits seen in the film over the course of 6 months leading up to release. In the end, the user had the option to change the look and feel of the site by choosing from the Mark I, II or III at any time while browsing film content. The change is seamless and even comes with a nifty 3D rotating detail of each suit.
This portion of the site was designed to introduce the primary cast of characters including Tony Stark, Pepper, Stane, Rhodey and Stark Industries. Each character contained exclusive film clips, audio, downloads and more.
