American Museum of Natural History

These two campaigns for the American Museum of Natural History were created to attract visitors, generate PR buzz, and introduce the new Explorer mobile app for the world-renowned institute. 

They were composed of two directions:
Think Like An Explorer & Naturally Curious.

My role included crafting concepts, copy, and pitching the overall campaign to the client.

Since the beginning, humanity has been pushed forward by an insatiable need to see over the next horizon. We have toiled until we learned what floats and what flies. This innate desire to explore, push, and learn is what makes us human. It's a notion that the American Museum of Natural History was built on. A place that connects people through the discovery of the natural world, the universe, and all of history.

Because it’s not just about where we’ve been, but about where being an explorer can take us.

Via Bluetooth, the Explorer app can pinpoint which wing of the Museum guests are visiting. It can also determine which specific exhibit a guest is admiring, updating the app to provide more info while also allowing them to share it on their socials.

INVITING GUESTS INTO OUR WORLD  

Using Google Cardboard, visitors are invited to the active excavations, research, and behind-the-scenes science that the museum is conducting every day. This interactivity is a “hands-on” way to connect people with the active research we’re conducting while empowering them to Think Like Explorers.

Curiosity is what brought humanity out of the dark ages, and it’s what propels us forward to what the future holds. How do I stay warm? How can I get somewhere faster? Can I breathe underwater? What’s the ground like on that rock up in the sky? The American Museum of Natural History stands as a testament to humanity’s never-ending curiosity. It’s a place we can go to find answers to questions we never knew we had. But most importantly, it’s a celebration of the curiosity we all experienced when we first looked up and wondered, “Why?”
 

Why does a Stegosaurus have bladed plates along its back? How does a Kodiak bear hibernate differently than other members of its species? The Museum's new Explorer app helps visitors answer these and the other dozens of questions that spring to mind when coming face to face with nature.

THE MUSEUM COMES TO LIFE

What if we took dioramas out of the Museum and onto the streets of NYC? We leverage their iconic displays and put up numbered exhibits around the city. The Naturally Curious can learn more through their smart phones by using the new Explorer app.