As the Art Director for Jurassic World, I helped to create an immersive in-world site and digital marketing campaign which helped to bring the movie’s theme park to life. JurassicWorld.com received several accolades including a Bronze Los Angeles ADDY Award, Silver CLIO Key Art Award, Gold W3 Award and two WebAwards. It was also nominated for a Webby Award.
Role
Park Map
Our first task was to create a digital/fully interactive map of the Jurassic World theme park for our in-world site experience. The map showcases everything a potential park visitor to would want to see, which helped to blur the lines between fantasy and reality. Our initial designs here helped to establish the look of the entire site.
JurassicWorld.com
JurassicWorld.com showcased everything a visitor would need to visit Jurassic World including a detailed park map, newsfeed, dinosaur detail pages, ticket info and attraction wait times. At the center of the site is an interactive map encouraging visitors to explore Isla Nublar, location by location.
The site was designed to promote repeat visits with locked sections and ongoing updates, plus advanced ticketing. RaptorPass membership provided exclusive content notifications before they were made public. The in-world site is also featured very heavily in the sequel’s digital campaign.
Social Media
To coincide with the launch of the site and building momentum until the film’s record-breaking release, an extensive social media campaign was created and featured across multiple platforms including facebook, instagram and twitter.
Outside Influences
The designs we created helped to establish the brand look across multiple channels. The Jurassic World Lego video game utilized the designs from JurassicWorld.com across the entire UI, most specifically their park map. The designs from the social media campaign are even featured in the backstage tours of the original filming locations as well as the Jurassic World Suite at Universal Orlando.
Impact
The impact of the cross-platform social media campaign was huge, generating massive traffic to JurassicWorld.com as well as tens of thousands of likes and shares on each individual post. The site was also featured on the front page of Reddit which resulted in millions of unique site visits.
