Installation for The Hobbit: The Battle of the Five Armies
Digital art director
Creative idea Art direction
A forty foot diameter interactive installation, "The Eye of Sauron", was created using several ultra wide-angle EPSON projectors, placed inside the installation and was planned to be mounted on the roof of Moscow's "The Federation" international business center, to promote the premiere of the last Hobbit movie. The target audience was the people who had not watched the previous movies.
After the press release, the world’s major media outlets like the Washington Post, the Telegraph, the Guardian, the Independent, Der Spiegel, USA Today and many others ran articles about the installation.
In spite of the positive public reaction the installation was cancelled. It was labeled "a demonic symbol" by the Russian Orthodox Church. Simultaneously, over 1500 people signed the petition to Moscow authorities, asking for it to be banned and over 7000 people signed the petition asking for it to be mounted.
Total social media reach: over 130 million people in Europe, Asia, Oceania.