CHALLENGE Introduce APEX, the most complete stegosaurus of its size ever discovered, as the centerpiece of Sotheby’s Natural History Auction. The goal was to generate excitement and position the sale as both a scientific and cultural event, appealing to collectors and the public alike.
ROLE Senior Designer responsible for the creative direction and execution of the campaign across print, digital, OOH, and social channels.
APPROACH Crafted a bold, cinematic campaign that emphasized the scale and rarity of the specimen. Used dramatic photography, strong typography, and clean layouts to balance scientific authority with mass appeal. Designed a suite of assets to amplify visibility in New York and online, ensuring consistency across every touchpoint.
OUTCOME The campaign drove significant buzz, culminating in the historic sale of APEX for $44 million — shattering expectations and setting a new benchmark for Natural History auctions. The project not only elevated Sotheby’s presence in this category but also captured mainstream media attention.
