AMC's Jurassic World Dominion Movie Feature Drink
AMC Theatres created a movie feature drink for “Jurassic World Dominion” in cooperation with Universal Studios and Amblin Entertainment. The film is the epic conclusion to the Jurassic era, which has thrilled fans around the globe for almost three decades and earned more than $5 billion worldwide. Relying on the brand recognition of this legendary franchise, the studio had a unique approach to marketing the last film of the series. There wasn't a typical typographic title treatment for the picture. Instead, they used only their amber mark as the signal for the film.
Universal requested to lean in on the amber logo and its color/texture as a key element. This presented an unusual design challenge. My solution was to add the logo onto the “dino-sized” Movie Feature Drink, and replicate the shine from the mark through the glass. To give the drink the amber texture, the food and beverage team's recipe was half peach tea, half lemonade and Titos Vodka.
To begin, I submitted a rough sketch of the key image and worked alongside a copywriter to come up with several name options. The studio chose to name the cocktail “The Tea-Rex”. Next, I developed the storyboard for the movie preview video tactic and met with AMC’s motion graphics partners to share my vision.
To create the perfect platform for the dinosaur icon, the photoshoot was a series of targeted detailed shots to make the final drink composite. This studio funded campaign included in-theatre point-of-sale print, digital, and movie preview video tactics, web imagery, app push notifications, email messaging, and organic and paid social posts.
