One Step Closer to Middle-earth.

“This CGI looks like s***.” - Fan on YouTube

“Wait, this is real?!” - Same fan, 30 mins later

One billion impressions without using a single frame of footage or revealing any story from our series.

Speaking to some of the most devoted fans in the world is hard. As a lifelong fan of LOTR myself, I know that we can sometimes seem cynical. But underneath the heavy plate of cynicism is always a soft heart of hope. That hope that your desires will be met, and you might get to witness a miracle.

The goal is to make space for people to believe.

We wanted a title reveal that felt truly special. Craft something so beautiful that fans would immediately assume it was fake. Because only people genuinely committed to telling a timeless story would actually make this the way we did, the hard way. One that held tiny Easter eggs within it which would look cool to a casual fan but that would warm the heart of a true Tolkien lover. That wave that washes over the letters as the voice pronounces “mortal men doomed to die?” If you know, you know. We poured real metal, along with our love and respect for this new chapter of The Lord of the Rings, onto planks of ancient redwood.

This is our gilded invitation to welcome all of you back to Middle-earth. At the end of the day, I want The Lord of the Rings: The Rings of Power to make space for people to believe. To believe that magic can be real, that Middle-earth holds universal truths and that even the smallest things can shape the course of the future.

We’re going back to Middle-earth because we love it. We respect it. And I think we honored our first peek into the epic we’re about to unveil with a title reveal that it truly deserves.

Much love to a long and deep list of creatives, producers, craftspeople and marketers who are on this journey with me, and get ready for much much more. I'd tell you to look out for it, but you won't be able to miss it.