The Client
Warner Bros.
The Brand
Wizarding World is the J.K Rowling universe and includes Harry Potter, Fantastic Beasts,
as well as a cauldron of inspired characters, stories, activities and products.
The Job
To roll out J.K. Rowling’s Wizarding World, I developed writing that functioned as brand storytelling – not just site UX copy. Every interaction was designed to feel motivated and continuous, so moving between platforms felt like moving deeper into the same magical world.
By maintaing but elevating the Wizarding World tone of voice and style, the journey across each platform
became intuitive and effortless - as if each were simply an extension of the films.
To roll out J.K. Rowling’s Wizarding World, I developed writing that functioned as brand storytelling – not just site UX copy. Every interaction was designed to feel motivated and continuous, so moving between platforms felt like moving deeper into the same magical world.
By maintaing but elevating the Wizarding World tone of voice and style, the journey across each platform
became intuitive and effortless - as if each were simply an extension of the films.
The Wizarding World App
The official Harry Potter and Fantastic Beasts companion, the app enables fans to delve even
deeper into the stories and characters they love; unlocking spellbinding new content,
exclusive experiences and magical interactive features whilst sharing their own unique
expression of fandom with friends online.
Brand-led storytelling balanced lore with usability. Each feature a natural extension of the Wizarding World that allowed fans to explore, share, and express fandom freely.
Customised Sorting Ceremony feature
A reimagined Sorting Ceremony combined J.K. Rowling’s original questions with AR technology to create a personal point of entry into the Wizarding World.
Copy was written to preserve the ceremony’s emotional weight while guiding users through a new interactive experience. For the first time, fans could see themselves wearing the Sorting Hat – transforming a familiar ritual into a modern, shareable moment that remained authentic.
The Wizarding World immersive experience
We also conceptualised an immersive experience that allowed fans to move seamlessly from social and digital touchpoints into a physical space. This environment expanded the narrative through spatial storytelling and interaction. Writing ensured continuity across touchpoints, so each moment felt like part of the same story.
The Sorting Gate IRL walkthrough
Fans enter through a grand House Gateway, a physical portal styled like Diagon Alley’s archway. Each guest receives a Wizarding Passport QR card at entry that links their profile, house, and wand from the app.
Features:
AR Portal Mirrors display guests wearing their Sorting Hat and house colors from the app’s AR Sorting Ceremony, reinforcing their chosen identity in real life.
Story Beats unfold room-by-room: the Gryffindor Common Room with roaring soundscapes, Ravenclaw’s library with whispering lore, etc - each with narrative prompts triggered by scanning QR points that reveal exclusive app content...
A reimagined Sorting Ceremony combined J.K. Rowling’s original questions with AR technology to create a personal point of entry into the Wizarding World.
Copy was written to preserve the ceremony’s emotional weight while guiding users through a new interactive experience. For the first time, fans could see themselves wearing the Sorting Hat – transforming a familiar ritual into a modern, shareable moment that remained authentic.
The Wizarding World immersive experience
We also conceptualised an immersive experience that allowed fans to move seamlessly from social and digital touchpoints into a physical space. This environment expanded the narrative through spatial storytelling and interaction. Writing ensured continuity across touchpoints, so each moment felt like part of the same story.
The Sorting Gate IRL walkthrough
Fans enter through a grand House Gateway, a physical portal styled like Diagon Alley’s archway. Each guest receives a Wizarding Passport QR card at entry that links their profile, house, and wand from the app.
Features:
AR Portal Mirrors display guests wearing their Sorting Hat and house colors from the app’s AR Sorting Ceremony, reinforcing their chosen identity in real life.
Story Beats unfold room-by-room: the Gryffindor Common Room with roaring soundscapes, Ravenclaw’s library with whispering lore, etc - each with narrative prompts triggered by scanning QR points that reveal exclusive app content...