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The Hobbit Lord of the Rings Warner Bros Discovery

North Kingdom invites the Hobbit fans on ‘A Journey Through Middle-Earth’ with interactive website

By John McCarthy | Media editor

North kingdom


The Hobbit article

November 21, 2014 | 2 min read

North Kingdom has launched the ‘A Journey Through Middle-Earth,’ an interactive website created to build buzz around the final movie of the Hobbit trilogy.

The project, created in a two-year collaboration between Google, Warner Brothers and North Kingdom, offers fans of the series’ the chance to visit 21 locations form the Lord of the Rings and Hobbit films via a 3D animated map highlighting the paths of the protagonists.

The digital agency also developed the ‘Hero’s Journeys’ experience, letting viewers relive all of the series’ best moments.

David Eriksson, chief creative officer at North Kingdom, said: “This was an overwhelmingly exciting project for us here at North Kingdom.

"Our challenge was to really push the boundaries of what is possible in a digital experience, drawing inspiration from the world of Tolkien and the drama world that has been built up throughout 14 years of epic films."

Alfredo Aponte, user experience director at North Kingdom said: “In a fast moving world, where people, technology and businesses collide, the only way to go, for a brand, is to create meaningful solutions with product, service and experiences.

"As tech has disrupted everything, the only way you win is by focusing on the user. We learned a lot throughout the duration of the project and had a lot of fun doing it."

The website, which was optimised to run on the Google Chrome browser, is touch-screen compatible on laptops, phones and tablets, to ensure as wide a use across all devices as possible.

The Hobbit Lord of the Rings Warner Bros Discovery

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