The Great Dragon Hunt

Universal Pictures

For the release of the live-action film HOW TO TRAIN YOUR DRAGON, we hid six of the franchise’s most beloved dragons across Berlin, Cologne, Frankfurt, Hamburg, Munich, and Stuttgart. The dragons were brought to life through mixed media: hand-painted murals, sculptures, and projection mapping.

The dragon hunt was an integrated multimedia campaign, carefully orchestrated by Universal Pictures. It included a dedicated microsite, was amplified through paid social media ads, and was driven by selected influential dragon hunters who shared clues online to help their communities track them down and win exclusive treasures from consumer product partners.