AUDIBLE | The Hunger Games: Sunrise on the Reaping
I served as Art Director for the global launch campaign for The Hunger Games: Sunrise on the Reaping, a major collaboration between Audible and Scholastic.
The campaign required a visual approach that felt rooted in the world of The Hunger Games while establishing a distinct identity separate from the visual language of Lionsgate’s film adaptations.
WORK TYPE
Global content campaigns
ROLE
Art Direction
You’ve never heard Panem like this
OPPORTUNITY
With a new story set within a well-known universe, the challenge was to create a campaign that felt authentic to the franchise while introducing a tone and visual direction unique to the audiobook release.
Our goal was to develop a narrative-driven visual system that connected to the book’s cover design while expanding the world visually across marketing placements.
Creative Direction
I partnered closely with Scholastic and the agency We Are Royale to shape the early creative direction for the campaign.
We developed a visual system centered around charcoal, referencing District 12’s coal-mining legacy while creating a textured and atmospheric visual language that reflected the tone of the story.
Campaign Execution
The final campaign included both key art and a hero trailer designed to bring fans back into the world of Panem but through an Audible lens.
The work appeared in several high-impact placements, including:
Large-format digital screens near Port Authority Bus Terminal
A series of guerrilla wildpostings across New York City
Billboards in New York and Los Angeles
Together, these placements created a strong street-level presence that helped build anticipation for the release.
Impact
The campaign generated strong early momentum for the audiobook release.
Results included:
• 72K+ global pre-orders
• More than 2× the campaign’s target goal
• Outperformed the previous audiobook release in the franchise
The campaign successfully introduced the new title with a visual identity that felt both connected to the franchise and distinctly its own.
