Today when you look up at the Clemenger BBDO building, on the corner of Kent Terrace and Majoribanks Street you'll see Wellington as you've never seen it before - atop a towering mountain, surrounded by roaring waterfalls, the city sits in the fantastical world of Middle-earth.
This two-storey image covers the entire facade of the Clemenger building - from Kent Terrace around Majoribanks Street.
Clemenger BBDO, with the support of Wellington City Council and Positively Wellington Tourism, created the building wrap.
Clemenger Managing Director Andrew Holt says with thousands of people expected to turn out for next Wednesday's premiere of The Hobbit: An Unexpected Journey, the agency decided to create the perfect backdrop for the spectacle
"In a typical movie premiere they bring the film to a city, but we thought Wellington doesn't do typical so let's do something that puts the city in the middle of Middle earth"
With only five days to go, Wellington Mayor Celia Wade-Brown says so many Wellingtonians have worked to transform the city into the Middle of Middle-earth.
"I want to thank Clemenger BBDO who have put in a lot of effort and inspiration to create this magnificent image. It's a fun piece of fantasy on a grand scale.
"Sir Peter Jackson has said that no one else does a premiere quite like Wellington and this latest installation is further proof that the Capital will be looking its very best for the premiere.
"Where else but in the Middle of Middle-earth would you have Gandalf the Wizard standing guard over our grand Embassy Theatre, 13 giant dwarves adorning the NZ Post building on the waterfront, Gollum chasing fish at Wellington Airport and now this huge image of the city itself in the Middle of Middle-earth," says Mayor Wade-Brown.
Clemenger BBDO Executive Creative Director, Philip Andrew, says the company donated its time and talent free of charge to bring the building to life.
"Wellington is the creative capital of New Zealand, so we wanted to do something special with the eyes of the world upon us. We are delighted that so many of our creative partners came together to help make this happen.
It's a great example of the absolute positivity of our city".