THE APEX PREDATOR OF COASTERS | Universal Orlando Resort’s newest attraction is more than just a roller coaster. It’s a roller coaster – with teeth! This is a uniquely themed experience combines high-speed thrills, immersive storytelling and the chance to come face-to-face with realistic Velociraptors.
Our challenge was to create a completely integrated, multi-media campaign that brings to life the thrills of this awesome Raptor hunt.
We partnered with Universal Creative from the early stages of the attraction’s development collaborating on logo design, initial key art and more.
The team “hatched” an online teaser campaign to announce the project, including tactics to tease theme park and coaster fans to look for the announcement itself. Headlines, copy blocks and artwork for the attraction were created utilizing the tagline, “The Apex Predator of Coasters.”
As elements of the project were unveiled to the public, such as the coaster name, attraction details and the design of the ride vehicles, we produced and released corresponding videos to heighten excitement about the thrilling attraction.
With the launch date approaching, the creative team was in full production mode. We created, wrote, filmed, and edited the pilot for a 6-part docu-series on the making of the Jurassic World VelociCoaster. Our broadcast expertise was also utilized with the creation and production of video and radio commercials. We took our external creative agency’s video script, ride animatics, movie footage, and produced the finished video commercial; while the Popcorn creative team created from scratch a promotional radio & video campaign in partnership with Coca-Cola.
In addition, we developed a wide range of tactics including online banner ads; trade pieces including flyers, counter cards and signage; graphic packages for promotion on NBCUniversal partner channels; and a variety of other media executions.
Chris Surrey, Executive Creative Director
Todd Wineland, ACD/Art Director
Robert Armao, ACD/Art Director
Rob Bloom, ACD/Copywriter of Content & Engagement
Howard Mermel, Copywriting Manager
Morgana Wingate, Sr. Art Director
Derek Deal, Asst. Director & Motion Graphics
Aven Pitts, Director/Cinematographer of Making of HHN
Dorian Cantor, Video Editor
