What it is

An interactive exprience to showcase the new features of Google Chrome and the hilights of the new Hobbit movie.

Launch site
The site
Play cool Google Chrome WebGL mini-games in Middle-Earth!
The mission
Explore Middle-Earth and get into the Tolkien-groove by exploring the different locations.
Did someone say...
Dragons? Dragons. Dragons!!!
Site of the Month
January 2014
Site of the Day
January 2014
SotD, 2013
SotM, 2013
Cutting Edge Project, 2013


There are quite a few fantasy geeks at our office, and even those not particularly interested will still get their asses to the cinemas when there's a Tolkien film going up. Imagine our delight at being part of this interactive experience in Middle-Earth, once again partnering up with North Kingdom to create some magic.

Begin your journey

Making everyone understand

We didn't get to do any of the really cool stuff on this project; our efforts were more in the obscure though challenging nonetheless. The application was to be localized in 43 languages so we decided to create an entire tool solely for translations. It imports and exports json files connecting a key to an element in the HTML. There's also a section of the tool that handles assets; logos, images and films, since they also needed to be translated.

Everything had to adapt

There is also a UI to edit the strings without the fuss of json-files, but as far as we know it was never used by Google (who were in charge of actually providing the translations). It turned out rather well and we have reused it in other applications too.

We were also in charge of setting upp the application's hosting on Google App Engine and managing staging versions and deploys.

Case video by Warner Bros

Watch the video

The internationalization interface

Further reading

Case study at HTML5 Rocks: http://www.html5rocks.com/en/tutorials/casestudies/hobbit/
Front end of Middle earth: http://www.html5rocks.com/en/tutorials/casestudies/hobbit-front-end/


All in all we're proud to have been part of such a successful project.
Sound awesome?

Get in touch

Kaptensgatan 6
114 57 Stockholm
+46 (0)8 20 1337
114 57 Stockholm