© 2025 matt webster. all images, LOGOs, characters, etc © & ™ respective to their copyright holders. Do not use without permission.
© 2025 matt webster. all images, LOGOs, characters, etc © & ™ respective to their copyright holders. Do not use without permission.
Integrated campaign
\\
Lionsgate
The hunger games
UI & Visual Design + Animation + Development
\\ overview
When Lionsgate came to Ignition to help launch The Hunger Games franchise, we pulled out all the stops to formulate and create a living, breathing narrative universe that engaged audiences on different platforms in specific, targeted ways. We brought the world to life through the authoritarian entity of The Capitol and assigned fans to one of Panem's 12 Districts, where each citizen would have a role to play in an 8-month long narrative.
The overall effort has been widely celebrated as one of the most effective entertainment marketing campaigns ever, launching the film to the third best domestic opening weekend of all-time ($152 million) and all-time biggest domestic opening for a non-sequel. The campaign acquired 6.9 million new fans on Facebook, attracted 33 million views on YouTube, amassed over 100k followers on Twitter, and helped increase domestic book sales from 9.6 million to 36 million. TheCapitol.pn served as the main hub for the campaign and where the community thrived.
When Lionsgate came to Ignition to help launch The Hunger Games franchise, we pulled out all the stops to formulate and create a living, breathing narrative universe that engaged audiences on different platforms in specific, targeted ways. We brought the world to life through the authoritarian entity of The Capitol and assigned fans to one of Panem's 12 Districts, where each citizen would have a role to play in an 8-month long narrative.
The overall effort has been widely celebrated as one of the most effective entertainment marketing campaigns ever, launching the film to the third best domestic opening weekend of all-time ($152 million) and all-time biggest domestic opening for a non-sequel. The campaign acquired 6.9 million new fans on Facebook, attracted 33 million views on YouTube, amassed over 100k followers on Twitter, and helped increase domestic book sales from 9.6 million to 36 million. TheCapitol.pn served as the main hub for the campaign and where the community thrived.
When Lionsgate came to Ignition to help launch The Hunger Games franchise, we pulled out all the stops to formulate and create a living, breathing narrative universe that engaged audiences on different platforms in specific, targeted ways. We brought the world to life through the authoritarian entity of The Capitol and assigned fans to one of Panem's 12 Districts, where each citizen would have a role to play in an 8-month long narrative.
The overall effort has been widely celebrated as one of the most effective entertainment marketing campaigns ever, launching the film to the third best domestic opening weekend of all-time ($152 million) and all-time biggest domestic opening for a non-sequel. The campaign acquired 6.9 million new fans on Facebook, attracted 33 million views on YouTube, amassed over 100k followers on Twitter, and helped increase domestic book sales from 9.6 million to 36 million. TheCapitol.pn served as the main hub for the campaign and where the community thrived.
Webby Awards
Honoree \\ 2013
Integrated Campaign
Webby Awards
Honoree \\ 2013
Integrated Campaign
Clio / Key Art Awards
Silver \\ 2013
Integrated Campaign
Clio / Key Art Awards
Silver \\ 2013
Integrated Campaign










Team credits
Creative Direction
Evan DeHaven
Chris Eyerman
Creative Direction
Evan DeHaven
Chris Eyerman
Creative Direction
Evan DeHaven
Chris Eyerman
Art Direction
Nick Boes
Chad Tafolla
Art Direction
Nick Boes
Chad Tafolla
Art Direction
Nick Boes
Chad Tafolla
UI + Visual Design
Matt Webster
Alvin Groen
Wilson Saloj
UI + Visual Design
Matt Webster
Alvin Groen
Wilson Saloj
UI + Visual Design
Matt Webster
Alvin Groen
Wilson Saloj
Animation
Matt Webster
Animation
Matt Webster
Animation
Matt Webster
Development
Matt Webster
Matt Goshman
Codin Pangell
Development
Matt Webster
Matt Goshman
Codin Pangell
Development
Matt Webster
Matt Goshman
Codin Pangell
Production
Maiko Sakurai
Parker Sapp
Production
Maiko Sakurai
Parker Sapp
Production
Maiko Sakurai
Parker Sapp
© 2025 matt webster. all images, LOGOs, characters, etc © & ™ respective to their copyright holders. Do not use without permission.
© 2025 matt webster. all images, LOGOs, characters, etc © & ™ respective to their copyright holders. Do not use without permission.
© 2025 matt webster. all images, LOGOs, characters, etc © & ™ respective to their copyright holders. Do not use without permission.
