Bold claim: Ancient history can be as shareable as the latest meme—if you combine cutting-edge tech with sharp social insight. That’s the essence of how WPP reframed a 67‑million‑year‑old icon into a social media sensation, turning a museum centerpiece into a living digital creator with real audience traction. Here’s how they did it, why it matters, and what brands can learn along the way.
Capturing a younger audience in today’s crowded digital space is tough. For cultural institutions, the hurdle is even higher: how do you make the distant past feel immediate, exciting, and social? The answer lies in treating valuable assets not as static exhibits, but as dynamic personalities waiting to be unleashed.
Experience Abu Dhabi faced a clear opportunity when launching the Natural History Museum Abu Dhabi. Its showpiece wasn’t just a display case—it was a real star: a Tyrannosaurus rex fossil dating back 67 million years. The challenge was to evolve this icon from a museum artifact into a living, engaging digital creator capable of drawing an audience and fueling anticipation for the museum’s opening.
From fossil to social voice
The journey started with understanding the audience through social listening. The online world already buzzed with dinosaur fans who craved a blend of pop culture and science. To connect authentically, the project couldn’t simply promote the fossil; it needed to speak with a voice.
Partnering with Ogilvy Paris’ AI.Lab and Memac Ogilvy, the team devised a strategy to turn the T. rex into the first “AI-ncient influencer.” They used social insights to define a crisp, witty, and expressive personality designed to engage audiences on their own terms, leveraging memes, trends, and formats already popular in the community.
Lifelike storytelling with next‑gen tech
This case exemplifies a creative transformation in action. To render the character with exceptional realism, the team leaned on generative AI. Elav Horwitz, Chief Innovation Officer at WPP, emphasizes that the effort isn’t merely about campaigns but about forging new kinds of connection and cultural relevance for clients. The collaboration with Google gave access to Veo 3.1, enabling the production of video content that was visually striking and rich in personality.
David Raichman, Global AI Creative Lead at Ogilvy, notes that the project demanded precise AI-driven design at every detail. Early access to Veo 3.1 allowed the T. rex to come alive with unprecedented realism and character.
The outcome was a series of short-form episodes rolled out across the museum’s social channels, establishing the T. rex as a must-follow creator.
Real-world impact
By making science social, the campaign invited audiences to engage with the museum in meaningful new ways.
Ghadeer El Khub of the Department of Culture and Tourism – Abu Dhabi summarizes the learning: audience conversations around dinosaurs are vibrant online, the T. rex already has a substantial digital footprint, and there’s a strong appetite for content that blends science with pop culture. By making science entertaining, accessible, and social, the museum invites people to connect and ultimately visit.
Since launch, the initiative has gained rapid momentum: total video views reached 50 million with 83,800 engagements, while top posts alone drew 23.66 million views and 40,700 engagements. Online sentiment remained overwhelmingly positive, reinforcing that thoughtful creativity paired with advanced technology can drive tangible results for clients.
Turning assets into engaging personalities
Listen first, create later: use social listening to map existing conversations and passions. Don’t improvise a personality from scratch; shape one that speaks directly to the behaviors and interests your audience already demonstrates.
Embrace new technology: don’t hesitate to experiment with emerging tools like generative AI. Strategic partnerships can unlock new levels of realism, personality, and production speed.
Transform assets into entertainers: look beyond functionality. The real driver of engagement is uncovering the personality inside your assets and turning them into characters that can inform, entertain, and cultivate a loyal community.
Speak the language of the platform: success on social hinges on platform-native content. Embrace trends, formats, and a tone that feels authentic to the channel.
The future of brand storytelling lies at the intersection of insight, creativity, and technology. By reimagining what a brand asset can become, this initiative demonstrates that even a 67‑million‑year‑old icon can shine as a contemporary digital star, expanding audiences and opportunities for cultural institutions.
