Prehistoric Planet
Campaign creative direction for Apple TV+’s documentary series.
The priority Summer 2022 launch title for Apple TV+, Prehistoric Planet brought together Jon Favreau, the BBC Documentary Films unit, and David Attenborough to create an entirely CG nature documentary series that highlighted dinosaurs as they’d never been seen before, in a scale never previously attempted.
As Creative Director, I led the development and execution of the entire suite of art, delivering a custom library of assets to be used across Outdoor, Digital, On-Platform, Social, and across the Apple ecosystem.
Overview
A suite of both episodic and series marketing assets allowed us to highlight the unique dinosaurs and new science within the series, while elevating each individual episode to that of it’s own documentary event.
Creative
A first for Apple TV+, we created larger-than-life versions of our signature swimming T-Rex and built window vinyls customized to fit ten Apple flagship stores around the world.
Retail
Inside the stores, we created custom animated versions of our swimming T-Rex and other dinosaurs from the series, adorning both the massive video walls as well as device screensavers that would loop for 16 hours a day. These screensavers were localized across 30 languages and were used in over 200 stores globally.
Bringing the retail experience outside the stores, our outdoor campaign was the largest for a TV+ series to date. With hand painted street-level photo opportunities, custom floating extensions, and digital animated boards featuring the return of our favorite swimming T-Rex, we ensured a consistent and iconic visual identity extended across every media opportunity.
Outdoor
Episodic creative allowed for contextual assets to evolve over the 5 day-long event, with daily media refreshes highlight that night’s episode, all while series assets maintained a consistent brand identity within persistent media in both High-Impact placements as well as performance.
Digital
Premiere Week
Premiere week events in both the US and UK added to the buzz around launch.
Outdoor stunts, red carpet premieres, IMAX screenings, retail Q&As with the creators and paleontologists, and a partnership with the Natural History Museum added up to the biggest launch in history of Apple TV+.
