WORKOTHER STUFFMATT WESTON RULESCONTACT MOI

matt_weston

MOMENTS
BEFORE DAWN

 

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.

 

 

THE IDEA

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.

 

 

 

 

 

 

EYEWITNESS ACCOUNTS

 

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.

 

viral_storyboard

 

 

 

 

 

 

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.

apes Tablet

 

 

 

My name is Matt Weston and I am an integrated advertising copywriter. I have worked at DRAFT FCB, M&C Saatchi, SOAP Creative and BBDO in digital, tv, radio, outdoor and retail advertising. I also have experience in web design and digital strategy. I love to write funny scripts, radio and cartoons. I have worked in both Sydney, Paris, Los Angeles and London. Email me at matt@westoncreative.net
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