North Kingdom Crafts ‘A Journey Through Middle-Earth’ Digital Experience

By Erik Oster 

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.”

You can watch a trailer for “A Journey Through Middle-Earth” above and head to the site for the full experience.


Andrew Stachler
Danielle Bekas
Audra Haskell
Kelly Allen
Ben Battistelli
Ben Tripoli
Linda Leonard
Sara McGowan
Gemma Cacho
Robert Rave
Christine Perez
Alicia Leung
Kathryn Borawski
Kyle Goodenough
Tom Oliveri
Vivian Leung
Ian Ellison-Taylor
Tuulia Niva
Jason Amarante
Cory Ferreira
Chris Wright
Veronica Navarette
Max Heinritz
Executive Creative Director – David Eriksson
UX Director – Alfredo Aponte
Art Director – Jonas Eriksson
Technical Director – Daniel Isaksson
Head of Production – Ulrika Höjgård
Producer – Sheila Ho
Production Manager – Linda Brockman
Developer – Klas Kroon
Developer – Einar Öberg
Developer – Antoine Lehurt
3D Artist – Mathias Lindgren
3D Artist – Daniel Wallström
Designer – Samuel Kantala
UX Designer – Adrià Verdaguer
QA Manager – Key Bjuhr
Business Director – Roger Stighäll
Back end development: Public Class
Development: Public Class
Site music and sound: Dinahmoe
Trailer music and sound: Plan8
3D: Important Looking Pirates
Illustrations: More Media