The Lord of the Rings - The Rings of Power

Title Treatment

Amazon’s take on The Lord of the Rings needed to be ownable. We are telling a different story than the main books and Peter Jackson movies, so we felt that this take on the Tolkien world needed its own brand. We did over a year of audience testing and title research before we landed on the name - Rings of Power. This title treatment was then localized for over 25 languages globally.

Title Treatment Reveal

In having one of the biggest entertainment IPs at our fingertips, we wanted the reveal of this new Tolkien story to be just as big. This reveal would be the first asset anyone saw for this property and we felt it needed to feel just as big, but not give anything else away. The team was able to develop a concept where the logo would be actually forged in metal and captured live on camera - no special effects. This asset would go onto receive over 1 Billion impressions in just a weeks time and kick off on of the biggest entertainment marketing campaigns ever.

Key Art

To tease our new world, we focused in tightly on the high production value of our costumes, and the hands of each character and race within Middle Earth.

Credits

Brand Manager - Alan Pilest
Creative Director - Glenn Sanders, Matt Motschenbacher
Social Media Manager - Virginia Guevara
Social Production - Alex Bertoni
AV Production - Liz Catullo
Production - Stephanie Marshall
Partnerships/Synergy - Elisabeth Daniels, Tara McCluskey