For the launch of Netflix’s fantasy adaptation—Shadow and Bone—we created an interactive virtual experience that welcomed fans into the Grishaverse. The site expands on the series’ lore and lets viewers peek beyond the fabled Shadow Fold as they explore 3D replicas of key locations.

To reward Shadow and Bone superfans, we wanted to provide additional context on the series’ immersive world-building and let fans roam around—revealing details they might not have noticed. To effectively honour such a complex fantasy world we built maps, crafted locations and wove the series’ rich mythology and character into every detail. As a result, Beyond the Fold perfectly encapsulates the magic of Shadow and Bone.

Alongside an abundance of Shadow and Bone trivia, our experience grants fans the chance to find their own place in the series’ fictional world with various games and personality quizzes—every series lover’s dream come true.

One of the most significant challenges we overcame was the huge amount of content that came with creating Shadow and Bone’s digital world. Both the books and the Netflix series carry vast amounts of information, so we had to become superfans to deliver the best results.

To ensure seamless consistency between the books, the series and the virtual experience we had to strike the right tone. With eagle-eyed fans paying close attention, precision was key. We imbued our content with charm and detail in order to engage even the most loyal and hardcore fans.

We honed in specifically on designing the avatar creation tool. Our strategic goal was to deliver a truly personalised experience so that everyone can see themselves reflected in their Shadow and Bone avatar. Creating a gender spectrum that also includes non-binary features helped us ensure that all of the tool’s rigorously illustrated features are completely customisable.

Our work on Beyond the Fold combines meticulous craftsmanship with a real love for the project. Diving into the world of Shadow and Bone, we became superfans ourselves and wanted to do the books and Netflix series justice. We were dedicated to meeting fans’ needs, so we took advantage of every opportunity to reference lore and entertain. We recreated key symbols from the books and the series in code and added interactive quizzes, games and features that personalised the user experience.

When designing the virtual experience, we wanted to make it as immersive as possible. That’s why we crafted photorealistic 3D environments that transport fans into the Shadow and Bone universe. We also recorded the actors welcoming users into those environments, making the experience feel even more real. Our team meticulously crafted all the illustrations within Beyond the Fold, including the intricate map of the Grishaverse, custom avatars and portraits of the characters. Paying specific attention to small details, we created an inclusive range of interchangeable avatar features for the avatar builder tool.

We were committed to delivering a fan-worthy experience on every level and across all disciplines—from design and illustration to 3D environments, music and special effects—our approach was detail-driven and cohesive. To allow Beyond the Fold to roll out alongside the upcoming launch of Shadow and Bone Season 2, we further constructed the website in a buildable way that supports expansion and growth.

To deliver a digital experience that hits all the right chords for Shadow and Bone’s dedicated fandom, we made sure our visual representation of the Grishaverse impressed even the most devoted fans of the book series. Our designers and graphic artists were tasked to create a map that looks like something a character in the world would own. We also included messages in the series’ constructed language—Ravkan—as Easter Eggs for hardcore fans to translate.

Beyond the Fold received an overwhelmingly positive response across social channels, including Instagram, Twitter and Reddit. By sharing their quiz results and the website’s link, users spread awareness even further. The impact was so profound, that all vacant spots for the cast’s virtual meet and greet filled up within hours of the website’s launch. Beyond the Fold’s digital space is also set to expand for the upcoming Shadow and Bone Season 2 release.