The Dawn Before The Storm.
Following up from the hugely successful (and amazingly awesome) Rise of the Planet of the Apes franchise reboot, Dawn of the Planet of the Apes is one of the most anticipated summer films of 2014. The below campaign highlights are the reflection of our drive to reinvigorate the fan base and create intrigue from the general audience. A year out from the films 2014 release we launched our campaign at the 2013 San Diego Comic Con.
The Simian Flu / 2013 San Diego Comic Con
Not sure if you remember, but Rise of the Planet of the Apes ended (Spoiler Alert) with a Pilot dripping blood and about to board a plane. Thus spreading the Simain Flu worldwide, leaving audiences asking "is the human race screwed?". To help kick up the answer to that question and support the Dawn of the Planet of the Apes tease footage shown at the 2013 San Diego Comic Con, we developed a PSA video along with a supporting site SimianFlu.com. The disease has spread worldwide, protect yourself, protect humanity.
PSA Video
It's only natural that any outbreak would have a PSA speaking about the realities of the disease. We had ideas that we're too harsh, some that were too medical, this one that I storyboarded landed somewhere in the middle. I didn't want us to look fake, campy or like we were trying too hard. The copy needed to warn with a slight rub on the back. The PSA needed to be a standalone component as well as an integral part of the site both as supplemental content and more importantly a major part of the story telling. With limited resources, we hit one round and animated this piece the next day.
Simain Flu Site
Not wanting to just settle on what visitors would expect out of a film studio, I took the angle of large brochureware, high end and visually informative. The results felt real and made the education part of the connection between the last film and Dawn of the Planet of the Apes digestible and "fun".
Simain Flu Site / Video
Simain Flu Site / Screenshots
Simian Flu Comic Con Street Team
A street team of "Medical Professionals" were deployed to educate the public as well as provide necessary preventative face masks and sanitizers. All with the Simian Flu site information to help with the cyclical experience.
Reactions to the Simain Flu launch
Twitter blew up through the Comic Con campaign period, mixed with people playing along with the Simian Flu warnings to compliments on the campaign materials.
Click to view larger image
Dawn of the Planet of the Apes Tease site / Trailer Release
Following up from the Comic Con events we coincided the launch of the official Dawn of the Planet of the Apes with the Teaser Trailer release. We brainstormed many concepts but landed on a solution that effectively brought the Simian Flu devastation to a real world visually immersive reality. Two worlds have been separated through the effects of the flu and we gave the first glimpse into the communities of Apes and Humans, setting the stage and tension before the collision of the two.
Dawn of the Planet of the Apes Tease site / Site Video
Dawn of the Planet of the Apes Tease / Site Screenshots
Human Domain entry rollover reveal.
Apes Domain entry rollover reveal.
Ape Domain.
Ape Domain.
Ape Domain.
Human Domain.
Human Domain.
Human Domain.
Poster Section.
Graphic Comic.
Graphic Comic.
Graphic Comic.
Graphic Comic.
Graphic Comic.
Dawn of the Planet of the Apes Tease / Press
Deterioration Videos
With 10 years between the first films storyline and the present, quite a bit of bridge storytelling needs to be done. Through the below videos we artistically communicated the changes that have happened to prominent locations across the globe.
San Francisco
New York
London
Campaign Awards
FWA 2014
Dawn of the Planet of the Apes Official Website
W3
Dawn of the Planet of the Apes Official Website
Key Art Silver
Dawn of the Planet of the Apes Official Website