Natural History Museum Lates
A Meeting Millions of Years in the Making
Role: Creative Direction · Art Direction · Concept Development · Campaign Strategy · Experience Design · AI Creative Direction (Assisted by Giles)
SELF-INITIATED
For most of us, dinosaurs exist only on screens.
We've watched them run, roar and hunt through decades of film, but it's easy to forget these extraordinary creatures once walked the same planet we do today.
This project reunites that imagined world with the place that has preserved its real history for generations. Jurassic World: Rebirth comes to the Natural History Museum for a premium after-hours experience, using the museum itself as part of the idea.
Because perhaps the greatest place to experience dinosaurs isn't the cinema. It's where their story began.
Deliverables:
Integrated Campaign · Premium Launch Experience · OOH · Social & Motion · Environmental Graphics · Wayfinding · Event Collateral · Guest Journey
Where imagination meets reality
Jurassic has shaped how millions of people picture dinosaurs. Long before CGI, museums inspired that same fascination.
The campaign brings the two together, pairing Jurassic's living dinosaurs with the fossils and science behind the real animals.
One world. Two histories.
The visual identity grew from that meeting. Living dinosaurs appear alongside their fossil counterparts, giving us a simple device that connects the cinematic world of Jurassic with the Natural History Museum.
Every meeting tells another story
The hero establishes the central idea, while supporting campaign assets introduce different species and their fossil counterparts.
Each tells another part of the same story, millions of years apart.
Building anticipation
The partnership is revealed gradually, beginning with small prehistoric clues before either brand appears in full.
Phase 01: Tease
Something prehistoric is coming.
Phase 2 : Discover
The clues begin to reveal themselves.
Phase 3: Meet
Jurassic World meets the Natural History Museum.
Breaking the boundaries
The campaign also escaped the poster frame, with large-scale installations bringing dinosaurs into public spaces before guests ever reached the museum.
Escaping the feed
Social gave the dinosaurs a little more freedom.
Animations let them break out of the artwork and into the surrounding feed, playing with the formats themselves instead of simply adapting the campaign to fit them.
One world, down to the details
The campaign identity continues into the night itself through programmes, wayfinding and the smaller details guests encounter around the museum.
Launch Night
The Natural History Museum already has everything Jurassic needs: scale, atmosphere and millions of years of the real thing.
The launch night used the building itself as part of the experience, with the film, science and museum collections sharing the same space.
01 · The Approach
Guests entered through a prehistoric pathway surrounded by planting and sound, building the atmosphere before they reached the museum.
02 · The First Encounter
A giant Tyrannosaurus projection takes over the museum façade, giving guests their first encounter before they've even stepped inside.
03 · Welcome to Jurassic
Before the film begins, the music does. A live orchestra performs John Williams' Jurassic score inside the museum.
04 · Raise a glass to prehistory
Signature cocktails take their cues from prehistoric landscapes, with ingredients and colours inspired by environments millions of years old.
05 · Curiosity in your hands
A bespoke programme guides guests through the evening, introducing stories from Jurassic World alongside discoveries from the museum.
06 · Where stories meet skeletons
Guests eat and drink beneath genuine fossils from the museum's collection, putting Jurassic's imagined dinosaurs in the same room as the animals that inspired them.
07 · A menu from another age
The menu takes inspiration from prehistoric environments, carrying the idea into the food served throughout the evening.
08 · Every path leads somewhere prehistoric
Wayfinding uses the campaign identity throughout the museum, helping guests find their way while still feeling part of the night.
09 · Explore after dark
Museums feel different when everyone else has gone home.
Guests have access to the galleries after hours, giving them time to explore the museum between the different parts of the evening.
10 · Stories behind the story
Filmmakers join palaeontologists and museum experts to talk about the science behind Jurassic, including where the films take a few liberties.
11 · A meeting millions of years in the making
The evening ends beneath Hope in Hintze Hall, with a screening of Jurassic World: Rebirth surrounded by millions of years of natural history.
