I was heavily involved with the launch of Warner’s last film of the Hobbit trilogy across digital, Blu-Ray and DVD platforms in a competitive environment. we also had to cross-sell the trilogy boxset.The look and feel came from utilising the strongest and most recognisable key art. We chose to run with two key looks using both Smaug and Bilbo as drivers, which enabled us to run the most suitable design in the most appropriate format. We focused the campaign with online creative using over 80 different formats, these predominantly showing the trailer and a single click to specific retailers. The press ran in most daily titles and the extensive out of home advertising used targeted locations to maximise visibility.