Explainer Video | Campaign Strategy | Storyboards
An epic adventure beginning in 1993 and coming to a close this 2022. Few movies have had as big an impact on culture and society as Jurassic Park, which was selected in 2018 for preservation in the United States National Film Registry. The Jurassic Franchise has influenced pop culture, academia, and even real life dinosaur discoveries.
“Jurassic World: Dominion” explores the dynamic of dinosaurs living aside humans. However, it felt amiss to end the franchise with just a movie screening. Our challenge was bringing the Jurassic franchise to life, in a way that would both engage the audience while being more than a campaign. In other words, creating an experience that would stay with people for the rest of their lives.
Introducing the Big Bite, an experiential campaign that would immerse the globe in a world turned Jurassic, all while seamlessly building up to the final movie’s story for an unforgettable experience.
Campaign Strategy
Beyond promoting the movie, there was the core challenge of differentiating The Big Bite from previous Jurassic franchise campaigns. We decided to frame it as a collision of worlds, where the ordinary became extraordinary.
The event proper has 4 phases:
Pre-campaign
Generating awareness through partner packaging rebrands, OOH interactive ads, and a city takeover
Phase 1 – Peaceful Everyday
We bring Jurassic to everyday scenarios with our interactive AR app. Ever wondered how it would be to see a velociraptor rummaging through your trash bin? Unlike run of the mill AR apps, the Big Bite integrates image recognition to make each dinosaur encounter unique.
Phase 2 – Follow the Herd
To immerse players in the Jurassic World Dominion plot, Blue the velociraptor appears in-game, though it seems something is wrong. The Big Bite website and social media copy add to the suspense, drawing people into the mystery. It turns out New York’s Central Park has been turned into a real life Jurassic Park.
Final Phase – The Big Bite
Everything comes together on the night of the premiere. A few lucky winners will get the chance to win a lifetime of Dino Buddy nuggets, and a helicopter ride over Jurassic Central Park.
Explainer Video Storyboard
As the storyboard artist, I faced the challenge of condensing the campaign into a two-minute explainer video. The initial rough helped figure out timing and key info.
Once the team was satisfied with the flow, the cleaned storyboards were a guide for finding final footage and hiring the voice actor.
This project wouldn’t have been possible without the team! Here’s me, Markie Salters, Kiera Sheridan, and Ludo Desai. A big thanks to our mentors Oscar Betancur and Tim Carvalho as well!
