Following the success of The Shadow Tarot, Freeform wanted to expand the online world of the TV series. An ideal extension would educate & introduce the world to new viewers while feeding existing franchise super-fans. It would also provide a guide to the show for engaged audiences, and keep those users engaged between seasons to provide Ad Sale and sponsorships opportunities.
We created a Shadowhunters map that that allowed users to explore content geographically by diving into locations that characters in the show frequented—as if they were exploring a real-time map of the Shadowhunter’s world dropped squarely on top of New York City.
Throughout the series, subsets of locations are visited by each of show’s core species. For example, shadowhunters attend the Institute, vampires like to hang out at the Dumort Hotel, and werewolves hang out at the Jade Wolf chinese food restaurant. As users dive into each location, they can see both content that’s related to that location and the species that you might find there.
Each location on the map has a light visual treatment to reflect the location’s look and feel in the show. As characters explore these portals, there are occasionally opportunities to pull back the curtain and see more behind the scenes content.
Client: Freeform TV (Format ABC Family), Agency: Type/Code, Role: Digital Art Director