Howl's Moving Castle

Launching LOEWE's final collaboration with Studio Ghibli

LOEWE's third and final collaboration with Studio Ghibli is a Howl’s Moving Castle capsule collection.

We developed an exclusive mobile experience that takes users on a journey where they must follow their heart, interacting with scenes from the movie, with the choices they make determining which character they connect with most.

Each scene is introduced with a quote from one of the characters. The user has to ‘follow their heart’ and make an instinctive choice based on a scenario from the story.

The choices made by the user result in a different key character from the film being revealed — Sophie, Howl, Calcifer, Markl, Heen, Turnip Head, the Witch of the Waste, and The Castle itself — before presenting a series of unique and exclusive assets to share online.

Try it for yourself by scanning the custom QR code version of the film’s mischievous fire demon, Calcifer.

Images to promote the collection were created by Jurgen Teller, with Creative Direction by Jonathan Anderson.

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