North Kingdom collaborated with Google and Warner Brothers to create a digital interactive experience entitled “A Journey Through Middle-Earth,” promoting The Hobbit: The Battle of the Five Armies, the final film in Peter Jackson’s The Hobbit trilogy.
The project is the conclusion of a two year partnership between the parties and the result of eight months of work. Built around an interactive map of Middle-Earth, fans can then explore 21 new locations from the world of The Hobbit and Lord of the Rings, and the updated map contains “3D animations, highlighting the paths of eight key characters in the films, including Bilbo Baggins, Gandalf and Aragorn.” North Kingdom also created “‘Hero’s Journeys’, an area of the platform that will allow people to relive all of their epic Middle-earth adventures, from Frodo’s journey to Mount Doom in The Lord of the Rings to Bilbo’s final battle in The Hobbit: The Battle of the Five Armies.” There’s also a new, peer-to-peer social battle experience allowing visitors to challenge their friends.
“This was an overwhelmingly exciting project for us here at North Kingdom,” said David Eriksson, chief creative officer. “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.”