HOW WE BROUGHT JURASSIC'S BIGGEST DINOSAURS TO THE SMALL SCREEN
Social Campaigns
THE DINOSAURS WERE COMING BACK...
...to streaming.
Six years after the end of Jurassic World: Camp Cretaceous, Jurassic World: Chaos Theory was set to tell a new story, boasting familiar faces and plots that weave into the beloved films.
On social, we set out to ensure Chaos Theory was a welcoming entry point for fans new and old, crafting campaigns for each season that balanced engaging core fans, while broadening out to new casual audiences.
The campaign we hatched needed to not only help drive tune-in for Chaos Theory, but continue to grow DreamWorks’ social audience — all while honoring fans’ love of the series, characters, and, of course, dinos.
To do this, we leaned into a few core strategies:
- 1) Help fans get up to speed on previous series, while readying them to dive into a new adventure with the Camp Fam
- 2) Engage and encourage discussion on the show’s central mysteries, while worldbuilding to grow intrigue among fans
- 3) Never lose sight of the show’s heart; while it can be dark at times, our campaign had to reflect the show’s pathos and make fans a true part of the Camp Fam
Client DreamWorks
Project Jurassic World: Chaos Theory (Seasons 1-3)
What We Did
- Strategy + Ideation
- Campaign + Engagement
- Copywriting
- Social Content - Stills, Videos
Who Are the Nublar Six?
To help (re-)introduce the cast after a 6-year time jump, we created in-universe magazine articles that served as a primer for each character.
To help add to one of the central mysteries of the season, we built our carousel with one of the Nublar Six missing and a page seemingly ripped out of the magazine. This "missing page" was posted separately, after the season had premiered, to deepen the mystery.
Disruptive Raptor Whistle
One of the most chilling antagonists of the series, "The Handler" makes an unforgettable entrance partway through the season. Recreating that terror, our disruptive video leaned into both the Handler's personality and the surprise of her attacks on newsfeeds.
Road Trip Map
Chaos Theory's first season involves two of our characters going on a road trip together to get the whole gang back together for another mystery. But where, specifically, did their road trip take them? That's what we wanted to answer!
In a literal mapping of locations, we created a carousel of images that represented stops made in each episode, allowing fans to follow the exact path made by our protagonists.
Travel Postcards
Picking up where our Road Trip Map left off — a boat dock with a freighter headed for parts unknown — we wanted to offer fans a fun, new look at the various locations encountered across Season 2.
To do so, we created travel postcards for each of the places viewers can expect to see throughout the second season.
Dark Jurassic Name Generator
Leaning into one of the central enigmas of the show — and a popular meme format — we created a "Dark Jurassic Name Generator" for fans to create their own username for the in-universe "dark web" dinosaur website, Dark Jurassic.
Brooklynn Letters
It wouldn't be Chaos Theory without a healthy dose of mystery, and one of the original Nublar Six, Brooklynn, was at the center of one of those mysteries.
To help offer a deeper look into her motivations and the inner conflicts she was facing, we created a series of in-universe letters, burned documents, and travel tickets that helped fans piece together what happened off-screen.
Smoothie Nanny Cam
In Season 3, we're treated to a new dino-cast member: Smoothie! This adorable baby Ankylosaurus is impossible not to love, and we knew after seeing our "Nanny Cam" beat, fans everywhere would feel the same way.
Nonna Translations
Another lovable addition to the cast in Season 3? Nonna, an adorable Italian grandmother who, wouldn't ya know it, speaks almost exclusively in Italian.
Our multi-volume "book" of phrases spoken by Nonna leaned into the fun, giving fans a chance to not only appreciate the character, but also learn some helpful translations.
Smoothie Rap
To celebrate, we created a special, animated version of our Character Quotes for a moment we knew would be an instant fan-favorite: The Smoothie Rap.
YOU CAN QUOTE THEM ON THAT
Blending new and old, we built quote cards for some of Season 3's most memorable lines. Each was infused with Easter eggs that tie into both the character and the scene, allowing us to introduce new characters, revisit old ones, and celebrate what makes each one so special.
Crochet Smoothie Hat
Anyone who sees Smoothie's "kitten ear" hat in the show wants one in real-life. With the help of our own IRL pets, we were able to put together a complete and easy-to-follow tutorial guide for fans at home!
