PROJECT
WIZARDING WORLD

AGENCY
HUGE

ROLE
ART DIRECTOR, DESIGNER

CONTRIBUTION
DESIGN DIRECTION
DESIGN VISION
PRODUCT DESIGN
VISUAL IDENTITY
DESIGN SYSTEM

YEAR
2017

INDUSTRY
ENTERTAINMENT

A visionary experience for the Wizarding World franchise that seamlessly connects all parts of the franchise, delivering magical moments to millions of fans across multiple channels. An immersive journey that motivates deeper engagement and provides value proportionate to fans’ investments in time, attention, and money.

01.

Background

A bold, fresh and original experience combining cinematic use of colour and form with classical flourishes inspired by contemporary editorial. Magic comes to life through subtle atmospheric transitions while crafted elements bring authenticity, humour and warmth. The art direction for the experience design takes inspiration from various elements across the vast visual world of the fantasy media franchise WW. Building a unified world — the Canvas is the Wizarding World unified experience language. Like Google’s Material Design or BBC’s GEL, the Canvas will unify all aspects of the Wizarding World experience creating harmony and distinction. It is a living design framework that includes global elements that build consistency while also allowing for flexibility, self-expression and inspiration. A modular approach allows to delivery of consistent experiences that meet fans' unique needs.

02.

Approach

This is bigger than entertainment. An experience that motivates deeper engagement and flexes to provide value commensurate with the fans’ investment of time, attention and money. A tailored experience just like any real-world experience, the WW is unique to every participating wizard. They are each entering from a different point of knowledge and understanding, and the world structures itself around them. And every decision they make within the world creates a different outcome.

03.

Outcome

The design vision is packed into a sizzling film telling the story of Wizarding World as a limitless entertainment content platform. Balancing the requirements of a free and paid tiered proposition. Maximizing innovation and creativity to deliver on brand value and future-proof experiences. Creating and architecting a breakthrough new paid product that seamlessly combines the primary assets and all other aspects of the franchise. Protecting the canon and literary integrity of J.K. Rowling at all costs as well as reclaiming and retaining the authority of the Wizarding World. Architecting for scale and storytelling that far exceeds what exists today, building retention equity that is greater than a mere subscription model or entertainment service.

This is bigger than entertainment. An experience that motivates deeper engagement and flexes to provide value commensurate with the fans’ investment of time, attention and money. A tailored experience just like any real-world experience, the WW is unique to every participating wizard ●

Credits
Samuel Viani ⸺ Art Director, Designer

Andy Thomas ⸺ Executive Creative Director
Angie Yuanmalai ⸺ Associate Creative Director
Anna Parellada ⸺ Art Director, Design Lead
Jon Ward ⸺ Art Director, Designer
Jose Garcia ⸺ Motion Designer
Sophie Kleber ⸺ Creative Director, Strategist

﹢Cross-functional team collaboration
Huge NY ⸺ UX Designers & Visual Designers
Pentagram ⸺ Logo Design

Duration
8 weeks

Agency
Huge

GUITARTUNA

VERIZON 5G

JIOHOME

CAMPFIRE

MITSUBISHI MOTORS

FUTURELEARN

NATURKLANG

MOBILET

SAINSBURY'S

ETIHAD AIRWAYS

RS CONNECT

MAZDA

IQOS

O2 PRIORITY

ARMANI

SWIMS

NIKE

WIZARDING WORLD

THE TELEGRAPH FILM

NICKELODEON