Netflix sought to position 'Life on Our Planet' as its most anticipated documentary series, requiring content that bridged the gap between prehistoric wildlife and today's world. The challenge was to create an immersive and engaging concept that captured the essence of the series while sparking widespread awareness and intrigue.

The Mill concepted and created a 3D anamorphic billboard featuring scenes from the series, including a dramatic encounter between a Smilodon and Terror Birds. Connected with this content were social videos that further engaged audiences, bringing the ancient creatures to life in a contemporary urban setting. This enhanced setup took an innovative step by integrating the content from the 3D anamorphic billboard into the social video campaign, creating a more cohesive and immersive experience.

This next-level campaign successfully heightened awareness for the documentary, drawing significant attention in Times Square and online. It effectively utilized cutting-edge technology to create a connection between the series' content and the public, generating excitement and anticipation.

As the Creative Director, I was involved from the very start, helping navigate the initial ideation and pitch phases, where our team's creativity led to the client's approval of the 3D billboard and social video concepts. My responsibilities included facilitating concept development, guiding storyboarding, and directing video shoots, all while working closely with a skilled team to ensure cohesive and high-quality results. My involvement was particularly crucial in the creation of the social videos, where I played a central role in bringing our creative vision to life and ensuring its alignment with the campaign's goals. I was also a key player in securing client reviews, coordinating 3D teams and special effects workflows, and ensuring the fidelity of the brand's creative standards.