20th Century wanted a campaign that bridged the 10 year (narrative) gap between Rise of the Planet of the Apes and the new film Dawn of the Planet of the Apes.
Since the first film, the human population has been decimated by Simian Flu and war, but the ape population is evolving.
We would show the collapse of human civilisation and a change in balance of power between species by taking powerful icons from around the world and letting them crumble.
Added to this, eyewitness accounts of the downfall of humankind would be seeded on social channels to mount tension before the new film.
Lastly, we created a couple of teasers including a PSA about Simian Flu and a multi-device campaign site.
This social content tells the human side of the story before the time of the film.
MOUNTAIN BIKE & DRONE VIRALS
I wish this part of the campaign had made it, but while they were scoping out Muir Woods for the shoot, the budget got pulled. Click below for the production company's storyboards.
SIMIAN FLU PSA
The PSA video and site; from the perspective of a worldwide disease control group.
MOMENTS BEFORE DAWN SITE
To show the tension that exists between men and apes, their territories were juxtaposed, side by side on a split screen.
On tablets, you can motion control the scenes.