EVIDENCE FIRST
Bone, trackway, scale, and scientific uncertainty remain visible beneath every spectacular reconstruction.
ALL WORKCONTACT ↗Independent Creative Exploration// DARK MATTER GRID / CASE STUDY P17
ENVIRONMENTAL / INTERACTIVE / CAMPAIGN / MOTION
THE DINOSAUR EXHIBIT
A fossil-first map, holographic gallery, personality quiz, public campaign, and fashion world that makes deep time feel present.READ THE STORY ↓
DISCIPLINEENVIRONMENTAL / INTERACTIVE / CAMPAIGN / MOTION
ROLEBRAND + EXPERIENCE DESIGN
PROJECT TYPESELF-INITIATED MUSEUM CONCEPT
PATHEVIDENCE → MOVEMENT → PARTICIPATION
01
THE CHALLENGE
Start with the tension.
Dinosaurs are culturally enormous, but museum encounters can still flatten them into isolated skeletons and labels. The experience needed to preserve scientific credibility while restoring movement, behavior, scale, discovery, and a journey that begins before visitors reach the building.
02 / THE ORGANIZING IDEA
“Treat every fossil as a living clue: follow the evidence from the train, through the halls, into a reconstructed animal, and back into the city.”
03
THE DESIGN LOGIC
How the system works.
A MAP OF CLUES
Wayfinding organizes the halls as an unfolding investigation rather than a checklist of specimens.
MOVEMENT RETURNS
Holograms and animation layer gait, muscle, skin, and behavior onto fossil evidence without replacing it.
THE CITY BECOMES A TRACKWAY
Footprints, social stories, a public field station, and collectible fashion carry the exhibit beyond the museum.
04
THE IDENTITY
The idea becomes visible.
A research-led identity combines fossil-bone neutrals with amber, mineral green, and volcanic red. Structural type behaves like exhibit architecture while specimen labels, strata lines, and trackways provide an evidence-based graphic language.
The past is still moving.
STRUCTURAL SANSEXHIBIT / CAMPAIGN
SPECIMEN MONODATA / LABELS
TAR PIT#151311ENVIRONMENT
FOSSIL BONE#E8DDC5TYPE + FIELD
AMBER RESIN#D89A3DDISCOVERY
MINERAL GREEN#607A64GUIDANCE
VOLCANIC RED#A74332FOCUS
05
THE VISUAL LANGUAGE
TURN FOSSIL EVIDENCE INTO A LIVING SIGNAL.
Bone silhouettes, sediment lines, specimen numbers, trackways, and translucent reconstructions create a visual system that moves between science, cinematic wonder, and public invitation.
06
APPLICATION
BEGIN THE EXHIBIT BEFORE THE DOOR.
The campaign uses footprints as a connective device across subway stations, digital displays, social storytelling, and a temporary field station in Bryant Park.
07
EXPERIENCE
LET VISITORS BUILD THE ANIMAL.
An interactive map, evidence scans, animated reconstruction, and personality quiz turn each visitor into an active interpreter.
INTERACTIVE FOSSIL MAP
Visitors select Titanosaur, T. rex, Triceratops, and the trackway to assemble a personalized route.
HOLOGRAPHIC RECONSTRUCTION
Transparent layers distinguish fossil evidence from informed reconstruction and open questions.
WHICH DINOSAUR ARE YOU?
A shareable quiz connects personality with behavior, then directs visitors to a matching specimen.
CITY-SCALE TRACKWAY
Footprints connect train platforms, station exits, digital media, and the museum threshold.
SELF-INITIATED CONCEPTUAL STUDYINSPIRED BY THE AMERICAN MUSEUM OF NATURAL HISTORY / NO AFFILIATION
The past is
still moving.
A speculative exhibit system turns fossils into an active journey across map, motion, holographic reconstruction, public campaign, play, and collectible design. Scientific evidence stays visible while every touchpoint restores a sense of scale, behavior, and life.
INTERACTIVE MAP / CONCEPTUAL VISITOR JOURNEYChoose a clue.
Choose a clue.
Build the animal.
The map organizes real fourth-floor fossil-hall anchors into an original interactive route. Select a specimen to reveal the evidence, motion study, and next stop.
ORIENTATION / SCALETITANOSAUR
A 122-foot sauropod establishes scale before visitors choose a route through the fossil halls.
MOTION SYSTEM / FOSSIL TO FORMScan the evidence.
Scan the evidence.
Restore the animal.
Animated layers move from bone, to muscle, to skin, to behavior. Projection never hides what is known, inferred, or still debated.
SPECIMEN / AMNH 5027MODE / SKELETAL DENSITYCALIBRATION / 98.4%
01 / BONE02 / MUSCLE03 / SKIN04 / MOTION
TYRANNOSAURUS REXLENGTH / 12.3 MSCAN DEPTH / 184 MMRECONSTRUCTION / 72%
Translucent motion studies align with real mounts so visitors can compare evidence and interpretation from the same viewpoint.
PERSONALITY QUIZ / SHAREABLE DISCOVERYWhich dinosaur
Which dinosaur
are you?
A short museum and social interaction translates behavior into a playful identity card, then points each visitor toward a matching specimen.
QUESTION 1 / 3A challenge appears. You...
SPECULATIVE COLLABORATION / NO AFFILIATIONThe park was fiction.
The park was fiction.
The evidence is real.
A limited Jurassic Park collaboration turns cinematic recognition into scientific curiosity. An after-dark museum takeover pairs the emotional language of the films with real fossils, reconstruction research, live paleontology, and a premium campaign built for adult fans and new explorers.
THE GATE OPENS
A timed evening arrival transforms the museum threshold with sound, shadow, and an amber-lit fossil reveal.
SCENE / SCIENCE
Paleontologists unpack what the films imagined, what the fossils prove, and how reconstruction keeps changing.
NIGHT HUNT
An interactive route asks visitors to track movement, identify species, and recover evidence across the halls.
THE ARCHIVE DROP
Ticket holders receive first access to numbered apparel, field objects, posters, and collectible specimen cards.
POP-UP MINI MUSEUM / BRYANT PARK
Field Station 65.
A compact public pavilion combines a hero fossil cast, a walk-through hologram, quiz stations, live talks, and a tightly edited store. The park becomes an invitation, not a replica of the museum.
FASHION + MERCH / SPECIMEN CAPSULEWear the
Wear the
field notes.
A premium capsule turns skeletal diagrams, taxonomy, strata, trackways, and specimen numbers into objects that feel collected rather than souvenir-driven.
FIELD JACKETLIMITED CONCEPT EDITION
SILK STRATA SCARFLIMITED CONCEPT EDITION
FOSSIL KNITLIMITED CONCEPT EDITION
TRACKWAY CAPLIMITED CONCEPT EDITION
ENAMEL SPECIMEN SETLIMITED CONCEPT EDITION
NUMBERED FIELD GUIDELIMITED CONCEPT EDITION
08
THE RESULT
A system with gravity.
The Dinosaur Exhibit combines a research-led identity, interactive visitor map, motion and holographic storytelling, social participation, transit wayfinding, a public mini museum, and a premium fashion capsule. The concept is inspired by the American Museum of Natural History and is not official client or partner work.