The Netflix and Life on Our Planet team bring prehistoric creatures to the 21st century in New 3D billboard and Social Campaign.
To launch Life on Our Planet, Netflix and The Mill joined forces to create a 3D Anamorphic Billboard displayed in the heart of Times Square, complemented by a suite of social assets. Using creatures created by Industrial Light & Magic directly for the series, the scientifically accurate animals were blended into the contemporary world, resulting in a resurrection of these creatures like never seen before.
The campaign highlights species such as the Smilodon, Lystrosaurus, and the Titanis, also known as the Terror Bird, all of which are emblematic creatures from the past whose descendants continue to shape our world today. Catch Life on Our Planet on Netflix!
Netflix approached The Mill to position Life on Our Planet as Netflix's most highly anticipated documentary series of the year, aiming to generate widespread awareness and an urgency to watch. Netflix wanted The Mill to develop a beautiful and engaging concept that bridges the gap between the prehistoric animals featured in Life on Our Planet and our contemporary world, creating content that is highly immersive, unique, and elicits a sense of wonder and awe. To achieve this, we created a 3D anamorphic billboard in Times Square featuring a scene inspired by the TV series: Terror Birds enter our world and survey their strange new environment until a hungry Smilodon lunges for them, narrowly missing its target. The Smilodon then peers out over the passersby below before unleashing a fearsome roar over New York. It was a pleasure to be part of this project and to bring these creatures to life.
Mike Rocco, Director of the 3D Billboard