NOW Middle Earth

NOW Promo

Confession time: Before I made this promo I had not seen a single Lord of the Rings or Hobbit film. *a moment for your gasps…*

But I LOVED making this. I knew this one was a special one, with a huge, loyal, lore-obsessed fan base I wanted to treat it with care and give it the kind of promo it deserved, really reach to those true fans and gain new ones in the process.

They are bloody long though, aren’t they? Fitting 1171 minutes of an iconic franchise into one 60 second promo was not going to be easy.

The idea of time being precious was the foundation of the spot really, these movies are truly worth every minute of watching. I really wanted to evoke a sense of nostalgia but was careful not to fall into the action, adventure tropes that these movies could quite easily welcome. I focussed on modernising the way these movies were shown through the track. Choosing The xx – Intro was a risk but I really feel it paid off, giving us this ethereal, epic and even emotional tone that induced the nostalgia in it’s viewer.

The edit itself does the same, hearing the echoing lines of your favourite characters against the backdrops of the most iconic scenes paired together really brought a nostalgic and moving impact to the spot that encompasses the whole legacy of the franchise. I was careful to make sure I was picking the right scenes, the right lines and getting a balance of characters and films from the franchise that would get people wanting to spend their time binging them all over again.

GFX Design: Zehra Berry and Sonia Figueiredo Dos Santos
Audio Engineer: Simon Hitner