To break through this saturated space, we centered our idea around a previously untapped truth: For three generations, fans have connected with this franchise, and a lot of their memories are rooted in how the toys made us feel.

Share the Force is the first-ever shoppable collection of Star Wars memories, allowing fans to become a part of the Star Wars universe and be archived at Lucasfilm.

This immersive experience is made up of user-generated content from fans around the world and visualizes them in an interactive WebGL universe featuring vast, explorable galaxies. Memories can be uploaded by fans via social media and are grouped by characters, vehicles, and weapons from the film. Fans can also shop for thousands of contextual products related to every unique memory.

We launched with a nostalgia-inducing campaign to call for submissions and revive the emotional bond fans had with their favorite childhood toys – through targeted social media, experiential and an online film created by using vintage home-video footage sourced directly from Star Wars superfans.

Our immersive web experience visualizes user-generated content in an interactive WebGL universe featuring vast explorable galaxies. Fans upload their own memories to the ever-expanding universe via social media. Each memory receives its very own galactic coordinates, is grouped in a galaxy with similar memories from other users, and links directly to new products, making the entire nostalgic experience shoppable.

Optimized for any device and designed with unique interactions for touch and gyroscope, the galaxies are rendered in real-time 3D across every platform. The entire universe is developed to blend cutting-edge technology with full accessibility, offering the wildest of WebGL capability whilst adhering to the strictest usability guidelines.

With over 3 million memories viewed and 11 million combined views, Share the Force drove a 587% lift in brand conversation, with users spending an average of 3 minutes 47 seconds spent on the site.

We received 3 billion impressions, generating over $30MM in earned media.

A 12% increase in toy sales, leading to a 53% market share at retail – beating out WalMart, Amazon, and Toys “R” Us to earn #1 Star Wars retailer, all without broadcast media.