The Hobbit: The Desolation Of Smaug is the first film campaign where the creative is unified across all platforms and gives consumers an interactive, deep-dive into the film, with additional information about key characters, events and artefacts from the movie, actor biographies, behind-the-scenes videos and desktop wallpapers. We offered Hobbit fans a free blueprint download for a 3D-printed model of “The Key to Erebor”, a major artefact in the film’s plot, the first of its kind globally from advertising.
See the ad here.
Check out the one pager here.
As lead PM on this project, I negotiated the initial schedule, features, and design with an internal design team, and then oversaw its development through a PM who managed the day-to-day development scrums for this 3-month project.