Well that’s the coolest Marvel trailer I’ve ever seen.

As someone who’s found the MCU to be, with few exceptions, bland and boring blockbustering, there’s a darker, more dramatic, even cinematic edge to this first trailer for Avengers: Infinity War. It stands apart from what’s come before.

Based on what’s seen here, Avengers: Infinity War may end up being the best looking film in the MCU since Doctor Strange. That’s notable, given how the decade-long franchise hasn’t boasted any signature visual style beyond being generic and CGI-bloated.

It helps, too, that this first look stays serious and doesn’t go out of it’s way to pander to us about funny it’s going to be. After the success of Thor: Ragnarok, that in itself is a bold marketing move.

Sure, evil baddie Thanos looks ridiculous, but what comic-based digital villain doesn’t?

Starring everybody in the Marvel Universe, Avengers: Infinity War opens on May 4, 2018.