Mobile Ad: War for the Planet of the Apes

Client: Fox Movies, War for the Planet of the Apes

While I was at Tapjoy, my team was asked to create concept art for an interactive ad for the upcoming War for the Planet of the Apes film. I led the team in producing three high-fidelity mockups for engaging mobile ads. We delivered these concepts to the Fox media team in a custom-branded PowerPoint presentation and pitched our ideas in an in-person meeting.

Concept #1: Battle Scene Hotspot

The user watches the movie trailer on their mobile device. When the trailer ends, they are introduced to a battlefield scene showcasing many of the main characters, ape and human, from the upcoming film. hot-spot icons pulse over the characters, inviting the user to tap. When the use taps a character’s hotspot, a modal appears explaining the character’s motivation and battle stats. The user clicks on several hotspots and reads the descriptions. They begin to understand that, ape or human, these characters share the same story and are caught in a war that is bigger than either side. The user is then encouraged to “Get Tickets” to see the movie.

Concept #2: Caesar in the Snow Storm

The user watches the movie trailer on their mobile device. When the trailer ends, they are introduced to a woodsy scene which is almost entirely obscured by an animated snow storm. The user shakes their device, and the snow particles clear to reveal a paralax-perspective Caesar, on horseback. Because of the paralax effect, Caesar has depth and an almost 3D effect—he appears to be riding out of the screen. The user is then encouraged to “Get Tickets” to see the movie.

Concept #3: Caesar vs. The Colonel - An Interactive Slider (Final Ad)

The user watches the movie trailer on their mobile device. When the trailer ends, an interactive slider appears, showcasing Caesar in the top half of the screen, and the Colonel below. There is a divider bar which can be dragged up and down to reveal a line describing the characters’ motivation. The user begins to understand the conflict at the center of the war. Will apes survive, or humans? Or, worse still, will both sides destroy each other in the conflict? The user is then encouraged to “Get Tickets” to see the movie.

Our third concept, the interactive slider (.gif right), was approved by the Fox team. I art directed the final advertisement and managed the project. I also built the ad in the development platform JustAd, which is HTML-based and uses basic java for the interactivity. We produced alternative language versions of the ad for over 20 countries over a staggered launch timeline.