Our Leader The Mockingjay

The Hunger Games - The Mockingjay App

 

I lead all aspects of the creation of this app, over the course of 2 years.

For the release of Mockingjay, Part 1 in 2014, I was the project lead for digital agency Trigger. The following year, for Mockingjay Part 2, I began working at Lionsgate. From the client side, I reengaged my former agency to update the app with powerful new AR features, including face recognition.

 
 

Mockingjay, Part 1 (2014)

 
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Virtual Graffiti

Years before Pokemon GO hit the scene, this app allowed fans to find geotagged markers on a global map, and scan to reveal hidden AR graffiti.

The most impressive part? All graffiti was user-generated; created, customized and placed in the real world by rabid Hunger Games fans around the globe.

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The Hovercraft

The films moved away from “the games” for the first time in Mockingjay, Part 1. To introduce the larger scale of The Capitol’s military might, we brought to life an animated Hovercraft model.

Hotspots activated animation, interactivity, and even a cloaking mechanism. A hidden hotspot also revealed a 360-degree life-size view of the ship’s interior.

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Uncovering D13

District 13 is the underground hideout for the rebellion. We created an AR schematic that you “pull out” of the ground to inspect.

The AR hologram was first activated by custom bandanas sent to fans around the world, and later released widely. Exclusive videos, photos and 360 scenes were hidden throughout the map.

 

Mockingjay, Part 2 (2015)

 
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Capitol Couture

In the films, citizens of the franchise famously wear garrish makeup and over-the-top flash fashions. Using facial recognition, we let fans create their own custom look from a variety of makeup choices like eyelashes, eyeliner, blush, lipstick, tattoos and more. Paired with the optional color choices, there were millions of ways to make a custom look.

 
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The Mark of Katniss

Mimicking the film’s key art, we let fans make their own poster with a face-painted Mockingjay symbol.

Though face lenses are common today, this app launched the same week that Snapchat added the functionality to their platform. The newness and novelty of this effect made a huge splash with fans around the world.

 

Brand Partnerships

Branded features were added to the app throughout the experience bringing huge value to partners like Samsung, Mazda, Doritos and others.