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.