Natural History Museum Lates
A Meeting Millions of Years in the Making
Role: Creative Concept · Campaign Strategy · Experience Strategy · Experience Design · Creative Direction · Art Direction · Visual Identity · Environmental Design · Copywriting · AI Creative Direction (Assisted by Giles)
For most of us, dinosaurs exist only on screens.
We've watched them run, roar and hunt through decades of increasingly spectacular visual effects, yet it's easy to forget these extraordinary creatures once walked the same planet we do today.
This project explores what happens when those imagined worlds are reunited with the place that has preserved their real history for generations.
Reimagining Natural History Museum Lates × Jurassic World: Rebirth as a premium after-hours experience, the campaign transforms the museum from a venue into an essential part of the story—where fossils become characters, discovery becomes entertainment, and audiences are invited to see dinosaurs not simply as movie monsters, but as remarkable animals that once lived.
Because perhaps the greatest place to experience dinosaurs isn't the cinema. It's where their story began.
Deliverables:
Integrated Campaign • Premium Launch Experience • Brand Identity • Guest Journey • Environmental Graphics • Wayfinding System • Event Collateral • OOH Campaign • Social Campaign • Motion Content
Where imagination meets reality
For decades, Jurassic has shaped how millions of people imagine dinosaurs. Long before CGI, however, museums inspired that same sense of wonder. Rather than treating the Natural History Museum as simply a venue, the campaign reunites those two worlds, allowing cinema and science to complete one another. Every interaction becomes another meeting millions of years in the making.
One world. Two histories.
The visual identity combines two instantly recognisable worlds into a single language. Fossils meet living dinosaurs, museum graphics meet cinematic scale, and scientific precision meets blockbuster spectacle—creating a campaign that feels unmistakably Jurassic while remaining rooted in the museum's own identity.
Every meeting tells another story
The campaign hero establishes the central idea, but supporting assets allow individual stories to emerge. Rather than repeating the same visual, each execution pairs a different species with its fossil counterpart, inviting audiences to discover another meeting millions of years in the making wherever they encounter the campaign.
Building anticipation
Rather than revealing the partnership immediately, the campaign unfolds through curiosity. Each phase reveals a little more of the story, gradually bringing together two iconic worlds before finally unveiling the collaboration in full.
Phase 01: Tease
Something prehistoric is coming.
Phase 2 : Discover
The clues begin to reveal themselves.
Phase 3: Meet
Two worlds finally become one.
Breaking the boundaries
Some ideas deserve to escape the poster frame altogether. These large-scale installations blur the line between advertising and experience, allowing dinosaurs to spill into the real world long before guests ever enter the museum.
Escaping the feed
Created specifically for social, each animation extends the campaign beyond static artwork. Dinosaurs break free from familiar formats, reminding audiences that for one night, the boundary between fiction and reality begins to disappear.
One world, every touchpoint
Immersion isn't created by one spectacular moment—it's created by consistency. By applying the campaign's visual language across every touchpoint, the experience feels connected from beginning to end, allowing guests to move naturally through a world where cinema and natural history meet.
Launch Night: Giving Jurassic the venue it deserves.
There are few places where cinema and natural history belong together as naturally as the Natural History Museum. Rather than decorating a venue with Jurassic branding, the experience allows the museum itself to become part of the film—transforming one extraordinary evening into a celebration of both science and storytelling.
01 · Into another world
Every great adventure begins with a journey.
Guests follow a prehistoric pathway through towering canopies, where hidden soundscapes hint that something ancient is waiting ahead.
02 · The first encounter
The museum announces Jurassic's arrival.
A monumental Tyrannosaurus projection transforms the museum façade into a cinematic spectacle worthy of the world's most iconic dinosaur.
03 · Welcome to Jurassic
Before the film begins, the music does.
A live orchestra performs John Williams' unforgettable score, transporting guests back to where the adventure first began.
04 · Raise a glass to prehistory
Inspired by landscapes millions of years old.
Signature cocktails reinterpret prehistoric environments through flavour, colour and storytelling, turning every drink into another conversation piece.
05 · Curiosity in your hands
Every page reveals another discovery.
A bespoke programme encourages guests to explore the evening, uncovering stories inspired by both Jurassic World and the museum itself.
06 · Where stories meet skeletons
Some conversations only happen here.
Guests gather beneath authentic fossils, where cinema and natural history share the same room for perhaps the first time.
07 · A menu from another age
Discovery extends to the dining table.
Seasonal dishes draw inspiration from ancient ecosystems, transforming premium bowl food into another chapter of the experience.
08 · Every path leads somewhere prehistoric
Wayfinding becomes part of the adventure.
Directional graphics encourage exploration rather than simply providing instruction, turning movement through the museum into another moment of discovery.
09 · Explore after dark
The museum reveals another side of itself.
Night-time access transforms familiar galleries into cinematic spaces filled with atmosphere, mystery and wonder.
10 · Stories behind the story
The people who brought Jurassic to life.
Filmmakers, palaeontologists and scientific experts share the ideas, discoveries and craft that continue to shape our fascination with prehistoric life.
11 · A meeting millions of years in the making
Some endings feel exactly where they belong.
Beneath Hope, surrounded by millions of years of natural history, guests experience Jurassic World: Rebirth in the very place that inspired generations to imagine dinosaurs in the first place.
