UNIVERSAL OPENS THE DOOR
The first proposal asks Universal to approve one screening and the campaign’s film references. Parks and streaming enter as later formats.
MASTER CAMPAIGN / CREATIVE STRATEGY / PARTNERSHIPS / EXPERIENCE DESIGN
THE 66THMILLION
An independent Jurassic campaign for living species. A proposed first screening leads to one field project, with a larger coalition designed as later editions. No Universal Studios affiliation is claimed.READ THE STORY ↓
DISCIPLINEMASTER CAMPAIGN / CREATIVE STRATEGY / PARTNERSHIPS / EXPERIENCE DESIGN
ROLEPERSONAL PROJECT / CONCEPT + STRATEGY + CREATIVE DIRECTION
PROJECT TYPESELF-INITIATED / SPECULATIVE / NOT AFFILIATED
PATHSCREENING → SPECIES STORY → FIELD PROJECT → PUBLIC RECORD
WHERE I STARTED
Bring the attention back to living animals.
Jurassic gives a large audience a shared interest in extinct creatures. I used that connection to frame a conservation campaign for species still here. The difficult part is giving that attention somewhere useful to go. Each proposed partnership needs a specific action and a way to report what it supports.
THE CHOICE
“Universal created a world united by dinosaurs. Now it can unite that world to prevent the next extinction.”
WORKING THROUGH IT
Give the first partners a clear job.
SCIENCE SETS THE PRIORITIES
One participating conservation organization selects the black-rhino field project and reviews the species story. The wider coalition remains a later partner study.
EVERY INDUSTRY HAS A JOB
The first film and poster introduce the animal. The foyer display explains the proposed work. Infrastructure and industry partners enter only through later project-specific agreements.
THE WORLD FUNDS THE WORK
Visitors contribute through the selected organization’s own project page. The first edition reports what was received and what it paid for. A new fund belongs to the expanded proposal.
PROPOSED FIRST EDITION
One screening. One living species.
Jurassic can open a much larger conversation. I would begin in a cinema foyer, where the audience is already there. The first edition follows the black rhino from the hero image into one proposed black-rhino monitoring project, selected and scoped by a participating conservation organization.
- THE FIRST OFFER
- One proposed Jurassic screening, with Universal as the rights partner and one conservation organization. A staffed display introduces the project. The proposed recipient identifies the field work and a direct donation route. The display would explain that agreed brief.
- HOW YOU TAKE PART
- The poster leads to the screening. After the film, a short field story brings the visitor back to a living animal. A source card lets them read further or choose to contribute directly to the named project.
- WHAT I WOULD DELIVER
- The first design package is the hero poster and foyer display, with a short film treatment and a mobile project page. The campaign’s field language carries through each. No new global fund is needed to test that connection.
- BEFORE IT GROWS
- Can a visitor name the species and explain the funded work after seeing the display? Record visits to the recipient’s page separately from donations. Before another edition, publish the actual contribution and the recipient’s update.
Where it could go next
The full coalition and all ten intervention designs remain below. Crossings and river restoration belong to later partner-led editions, each with its own brief and budget. The first screening has to show that the audience follows the story into a specific action.
THE IDENTITY
A JURASSIC CAMPAIGN FOR LIVING SPECIES.
Use the Jurassic title treatment and familiar warning colors to establish the host. Give each proposed partner space to explain its contribution instead of filling the layout with logos.
A JURASSIC CAMPAIGN FOR LIVING SPECIES.
JURASSIC DISPLAYHOST CAMPAIGN / CULTURAL SCALE
UNIVERSAL SERIFGLOBAL MANIFESTO / LIVING WORLD
FIELD SYSTEM MONOSCIENCE / STATUS / IMPACT
EXTINCTION BLACK#070807PRIMARY FIELD
FOSSIL BONE#E8E1D4TYPE / DEEP TIME
LIVING GREEN#647B52HABITAT / RECOVERY
FIELD AMBER#E0A43ADATA / INTERVENTION
WARNING RED#C7362FTHREAT / ACTION
THE VISUAL LANGUAGE
DEEP TIME MEETS THE EMERGENCY NOW.
Jurassic history supplies the opening scale and awe. The campaign then follows living animals through damaged habitats to the systems capable of protecting them. Dinosaurs attract attention. Living species give people a reason to act.
THE WIDER DESIGN STUDY
The following designs explore later editions. Their rollout depends on the first encounter working and each partner agreeing its part.
SELF-INITIATED / SPECULATIVE MASTER CAMPAIGNALL PARTNERSHIPS, PRODUCTS, FUNDING MECHANICS, TECHNOLOGY, AND IP USE ARE PROPOSED
WHY I MADE THIS
The film that taught me to look backward inspired me to protect what comes next.
Growing up, Jurassic Park shaped my fascination with dinosaurs and the science of the natural world. That curiosity has stayed with me. Entertainment can hold attention long enough to change what someone wants to learn.
I made The 66th Million to explore that possibility. A franchise that introduced millions to extinction could rally those same people to prevent it. The concept imagines a global coalition working through one story to protect living species.
PROPOSED RIGHTS PARTNER / LATER HOST
THE 66THMILLION
A PROPOSED JURASSIC CAMPAIGN FOR LIVING SPECIES.
THE CULTURAL PREMISE
“Dinosaurs had their chance, and nature selected them for extinction. This isn't some species that was obliterated by deforestation or the building of a dam.”DR. IAN MALCOLM / JURASSIC PARK
UNIVERSAL STUDIOS / HERO HOST
One world. One living future.
Jurassic has held audiences’ attention for more than 30 years. This proposal uses that interest to introduce living species affected by human development. Each partner would need an action to fund or carry out, with a record people can inspect.
USE THAT INTEREST TO SUPPORT SPECIES STILL HERE.
GLOBAL CAMPAIGN / HERO FILMNATURE
NATURE
DIDN'T
DO THIS.
WE DID.
UNIVERSAL'S ANCHOR ARCHITECTURE
The studio brings the coalition together.
Universal opens its IP and brings partners together, creating the global launch and directing funding to the work. Conservation bodies guide the science. Each partner changes the systems within its control.
HERO HOST + CULTURAL ANCHORUNIVERSAL
UNIVERSAL
STUDIOS
FILM / PEACOCK / THEME PARKS / LICENSING / GLOBAL DISTRIBUTION
THE ENTERTAINMENT ENGINE
Universal uses film distribution, Peacock streaming, theme parks, and vaulted InGen IP to activate millions of fans globally.
THE BRAND COALITION CONVENER
Universal invites partners to solve specific conservation problems through infrastructure or technology.
THE UNIVERSAL CONSERVATION FUND
Universal collects micro-transactions from tickets and streams, with merchandise contributing to the same fund for frontline conservation partners.
GLOBAL COALITION / PROPOSED PARTNERS
ONE HOST.EVERY SYSTEM.
VOLVO
JEEP
GOOGLE MAPS
CATERPILLAR
GARMINTHE ONE-WORLD SYSTEM
A movement without borders.
The proposed partners control different parts of the work. Conservation groups guide the field priorities. Engineers can address a crossing, while technology providers can detect risks along it. The campaign needs to explain those contributions individually.
THE 66TH
MILLIONMEDIAHABITATROADSRIVERSFLIGHT
MILLIONMEDIAHABITATROADSRIVERSFLIGHT
LATER PARTNER EDITIONS
Ten possible interventions.
These preserve the full campaign design after the first screening. Each would need a named field project and its own partner commitment. A public audience result does not establish whether a crossing or restoration program can be delivered.
01 / MEDIA + CULTURAL REFRAMINGUNIVERSAL STUDIOS × WORLD WILDLIFE FUND
NATURE DIDN'T DO THIS. WE DID.
UNIVERSAL'S ANCHOR ROLE
Universal integrates an interactive, in-movie portal directly into Jurassic Park streaming releases on Peacock and theatrical re-releases.
HERO ACTIVATION
During the lunch scene, an interactive prompt invites viewers to tap Dr. Malcolm's Point. The film pauses briefly to reveal real-time status reports on critically endangered animals currently threatened by human development in the 66th Million.
ACTIONABLE MECHANIC
The outdoor campaign places a T. rex beside a Black Rhino: one selected against by nature 65 million years ago, the other selected against by poaching and habitat loss today.
02 / MEDIA + CULTURAL REFRAMINGINGEN × RAINFOREST ALLIANCE
DEFORESTATION, NOT DINOSAURS
UNIVERSAL'S ANCHOR ROLE
Universal opens the vaulted InGen IP to serve as a satirical corporate mouthpiece against real-world deforestation.
HERO ACTIVATION
A sleek corporate keynote video released across Universal's official channels compares the extraordinary cost of bringing back a T. rex with the devastating ease of destroying the Sumatran Tiger's habitat.
ACTIONABLE MECHANIC
InGen certifies Rainforest Alliance products across Universal theme parks, directing visitors toward sustainably harvested goods.
03 / MEDIA + CULTURAL REFRAMINGUNIVERSAL STUDIOS × AUDUBON
THE 66TH MILLION INDEX
UNIVERSAL'S ANCHOR ROLE
Universal anchors the funding mechanism through its global ticket and streaming distribution network.
HERO ACTIVATION
A fixed percentage of every Jurassic franchise ticket and stream funds the Universal Conservation Fund and Audubon's protection of endangered flight corridors.
ACTIONABLE MECHANIC
Universal Studios Hollywood and Orlando introduce bird-tracking stations outside the Jurassic World rides, mapping real avian species flying over the parks.
04 / MEDIA + CULTURAL REFRAMINGLEGO × NATIONAL GEOGRAPHIC / UNIVERSAL LICENSED
THE MISSING PIECES COLLECTION
UNIVERSAL'S ANCHOR ROLE
Universal licenses Jurassic World for a special-edition collection centered on threatened living animals.
HERO ACTIVATION
Sumatran Tiger and Mountain Gorilla sets join a Blue Whale edition. Each arrives with 30 percent of its environmental background bricks missing, making habitat loss physical.
ACTIONABLE MECHANIC
QR codes let families buy the missing bricks, with brick sales funding real-world rainforest land purchases managed by conservation partners.
PHASE 01 / CULTURETHE MISSING
THE MISSING
PIECES.
Children complete the habitat while helping fund the real one.
05 / INFRASTRUCTURE + AUTOMOTIVEVOLVO × IUCN RED LIST
BUILT FOR THE 66TH MILLION
UNIVERSAL'S ANCHOR ROLE
Universal features Volvo's green-bridge engineering across official campaign films and theme-park displays.
HERO ACTIVATION
Volvo funds and engineers sensor-mapped wildlife overpasses and underpasses across highway corridors that cut through endangered animal habitats.
ACTIONABLE MECHANIC
Vehicles entering these zones activate Fauna Detection, slowing automatically and alerting the driver when endangered wildlife approaches the roadway.
06 / INFRASTRUCTURE + AUTOMOTIVEJEEP × WORLD WILDLIFE FUND
DRIVE THE 66TH MILLION
UNIVERSAL'S ANCHOR ROLE
The proposed Jeep edition draws on its Jurassic Park connection, with a vehicle contribution for reserve teams.
HERO ACTIVATION
The 66th Million Edition Wrangler uses earth-toned finishes and wildlife-corridor badging to make conservation visible in a limited product.
ACTIONABLE MECHANIC
For every special edition purchased, Jeep donates an electric, solar-rechargeable Wrangler to park rangers and anti-poaching units in protected reserves.
07 / INFRASTRUCTURE + AUTOMOTIVEGOOGLE MAPS × THE NATURE CONSERVANCY
THE HABITAT OVERLAY
UNIVERSAL'S ANCHOR ROLE
Google Maps integrates Universal's 66th Million conservation zones into the interface millions already use to understand the world.
HERO ACTIVATION
A new map layer shows wildlife corridors and deforested zones beside roads and transit, with endangered-species migration routes overlaid.
ACTIONABLE MECHANIC
A Conservation Route option favors roads with wildlife overpasses and lower nighttime speed limits to reduce roadkill in critical corridors.
PHASE 02 / INFRASTRUCTUREENGINEERING
ENGINEERING
A CHANCE FOR
EVERY SPECIES.
Wildlife corridors turn the campaign's promise into physical protection.
08 / HEAVY INDUSTRY + TECHNOLOGYCATERPILLAR × RAINFOREST ALLIANCE
UN-BULLDOZING THE FOREST
UNIVERSAL'S ANCHOR ROLE
InGen audits heavy-machinery usage in protected rainforest zones, turning a fictional corporate lens toward real industrial accountability.
HERO ACTIVATION
Caterpillar equips new forestry equipment with Ecosystem Boundary Tracking that alerts operators and disables cutting attachments when machinery crosses into protected primary rainforest.
ACTIONABLE MECHANIC
CAT pledges one dollar to habitat restoration for every hour of heavy-machinery operation logged in agricultural development zones.
09 / HEAVY INDUSTRY + TECHNOLOGYPATAGONIA × U.S. ARMY CORPS OF ENGINEERS
DE-DAMMING THE FUTURE
UNIVERSAL'S ANCHOR ROLE
Universal hosts premiere screenings for Patagonia's dam-removal documentaries, giving river restoration a global entertainment platform.
HERO ACTIVATION
Free the Rivers targets nonfunctional, obsolete dams across North and South America that block salmon runs and starve river ecosystems.
ACTIONABLE MECHANIC
Sales from a special 66th Million River Gear line fund environmental legal teams working to remove obsolete dams and restore natural river flows.
10 / HEAVY INDUSTRY + TECHNOLOGYGARMIN × THE PEREGRINE FUND
FLIGHT PATHS OF THE UNSELECTED
UNIVERSAL'S ANCHOR ROLE
Universal integrates Garmin radar technology into outdoor event flight corridors and the wider coalition story.
HERO ACTIVATION
Garmin and wildlife scientists bring real-time migratory flight-path data into wind-turbine and aviation radar systems.
ACTIONABLE MECHANIC
When endangered birds approach high-voltage wind farms or power corridors, automated sensors signal turbines to slow until the flock passes safely.
PHASE 03 / INDUSTRYRESTORE THE
RESTORE THE
ROUTES
WE BLOCKED.
Rivers reopen below while migratory flight paths remain protected above.
MASTER COALITION MATRIX
Every partner changes something real.
The matrix assigns a job to each proposed partner. A wildlife crossing and a product contribution need different measures. Reporting should show what was delivered against each commitment.
BRAND PARTNERINDUSTRY ROLEUNIVERSAL INTEGRATIONTARGET IMPACT
THE GLOBAL MOVEMENTONE WORLD.
ONE WORLD.
UNITED AGAINST
EXTINCTION.
The proposed closing film follows the species and places each intervention is intended to help. It needs to make the partner’s action understandable on screen.
EXCLUSIVE JURASSIC CAMPAIGN MERCHANDISE
Wear what you protect.
A limited collection turns Jurassic fandom into direct participation. Every item is exclusive to The 66th Million and every campaign purchase supports the Universal Conservation Fund.
UNIVERSAL PARKS + ONLINE / LIMITED RELEASETHE FIELD
THE FIELD
SUPPORT COLLECTION.
Collectible designs join Jurassic references to conservation field equipment, with each sale supporting the fund.
THE RANGER SHELL
Durable outerwear with embroidered corridor coordinates and campaign field patches.
STILL HERE
A living-species roster replaces the traditional extinct-animal roll call.
THE 66 SERIES
Numbered pins, patches, bottles, and ticket boxes connect each object to a conservation lane.
The expanded merchandise study proposes directing all net proceeds to a fund. Production costs and the recipient would be agreed before any sales claim. The first screening uses the field organization’s own contribution route.
WHY UNIVERSAL WINNING MATTERS
The host becomes the proof.
FOLLOW THE FIRST CONTRIBUTION
The conservation work would need to continue after the launch. A later campaign edition should be able to show what the first one funded.
IT USES UNRIVALED REACH
Film and Peacock introduce the idea. Parks and product releases offer other ways to participate, with the same funding information available across them.
KEEP THE LIVING ANIMAL VISIBLE
Universal uses the cultural power of extinct animals to protect living ones.
THE MASTER CAMPAIGN PROMISEThe dinosaurs are gone. Species disappearing today can still be protected. This movement asks the audience that looked backward in wonder to see the losses around them and act together.
ONE WORLD. ONE COALITION.
THE NEXT EXTINCTION IS OURS TO STOP.
WHERE THE CONCEPT STANDS
The proposal needs visible follow-through.
The first proposed edition connects one screening to a living-species story and a named field project. The full coalition designs show later possibilities. The next decision depends on whether visitors understand the action and what the recipient can report, with no launched campaign or conservation result claimed.