Although the movie’s premiere is six months away, 20th Century Fox is looking to build buzz for the “Dawn of the Planet of the Apes” with a dedicated Web site that tells the story of two divergent worlds.
The Web site, created by Soap Creative, showcases the two societies of the 2026 time-period where the film takes place. (In the film, a sequel to 2011’s “Rise of the Planet of the Apes,” human society is in decline after years of disease, while a race of advanced apes is building a society.) The site uses a device-neutral, split-screen interface, which allows visitors to experience content about both worlds simply by clicking or swiping on the left or right of the screen.
Beginning with the statement “A decade ago, apes and men separated on a bridge to take different paths,” the Web site depicts San Francisco as “a world of ruins” ruled by “fear,” “chaos,” and “paranoia.” The ape world, on the other hand, shows a place where “a revolutionary becomes king,” with areas showcasing “growth,” “brotherhood,” and “light.”
“What we’re trying to do is bridge the gap between the last movie and the new movie,” Garth Sykes, art director at the agency, tells Marketing Daily. “Each [side] tells the story that the apes are getting smarter, while the other side tells the downfall of the humans.”
The Web site, which will include updates on film and ticket details as the release date approaches, uses sound and other elements from the film to transform static photographs into animations. The agency worked closely with the studio to capture the film’s tone, while taking care not to give away too much, Sykes says.
“We didn’t have too many assets from Fox, so we had to use these six scenes, [and combine them] with animation and sound,” Sykes says.