Te Papa
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Service:
Campaign
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Year:
2023
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Creative Direction:
Chris Bleackley
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Art Director:
James Henderson
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Copy Writing:
Chris Appelros
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Designers:
Stephanie O'Kane
& Julius Fernie
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3D Modeller:
Alex Le
Dinosaurs of Patagonia was a major exhibition at Te Papa centred around Patagotitan Mayorum—the largest dinosaur ever discovered.
Working alongside the wider creative team, the goal was to create a campaign that captured the scale, wonder, and spectacle of the exhibition while standing apart from traditional museum marketing.
The Challenge:
Generating excitement for a museum exhibition is one thing.
Generating excitement for the largest dinosaur ever discovered is another.
The challenge was finding a visual language capable of communicating the immense scale of Patagotitan Mayorum while creating a campaign that felt contemporary, memorable, and instantly recognisable across a wide range of touchpoints.
The Outcome:
Using a computer-generated 3D model built to scale, we developed a campaign language based on abstraction, movement, and monumentality.
The result was a distinctive visual system that helped the exhibition feel immediate, immersive, and impossible to ignore, while reinforcing the sense of awe at the heart of the experience.