Bringing the biggest dinosaur to the heart of London to celebrate Jurassic World: Dominion was a GIGASIZED task. We used cutting edge technology to bring a never- before-seen Giganotosaurus to Trafalgar Square in an unprecedented 5 day event.
Our objective was to create genuine firsts for the campaign. This experiential event was the world’s first to use ground-breaking virtual production technology in a consumer-facing environment, bringing a life-sized animated dinosaur into the 'real world'. This was the first takeover of Trafalgar Square for a multiple-day run by a film studio, using the biggest screen installed into the square, and took over the largest footprint ever allowed in the location.
This was the first time the VFX technology of this scale, usually exclusive to film sets, had been used at a public-facing event, translated to the world of live events by Neal Callow at Magic 14 ltd. We wanted to showcase this with animations direct from Industrial Light and Magic and Territory Studio, animated exclusively for this event, by creating a truly immersive experience that matched the scale and popularity of the franchise.
Guests explored our immersive Dinosaur Tracking Base featuring props from the film alongside brilliantly crafted models of Blue, and a 3D cast of the only ever discovered Giga skull. Guests joined our dino tracking experts to get up close with our life-sized interactive carnivore, placed into our world via groundbreaking tech, industry best animators, and an 8 metre high screen in this never done before experience.
More so than the impressive data is the fact this was the biggest return of a consumer facing event, free and inclusive since lockdown began, this event took 2 years to prepare such was the level of detail required. We encouraged the safe return of the general public to a large outdoor event by capturing their imagination in a way that only a live experience can do, we saw this love reflected back through hundreds of guests attending in merch and even people cosplaying as characters from across the franchise.
To promote the release of The King’s Man, Substance were tasked by IM Marketing and 20th Century Studios to activate a content capture experience with The Duke of Lancaster’s Regiment - home of the original Kingsmen.
To bring the world of SEGA’s Persona 5 Royal to life in order to inform and promote the game's new features. This would give the European media a chance to play the highly acclaimed game, complete with FIGS subtitles for the first time ever in the franchise.