overview
APEX was developed as a campaign-led initiative to introduce the most complete stegosaurus of its size ever discovered ahead of Sotheby’s Natural History Auction. The challenge was to generate anticipation and frame the specimen as both a scientific landmark and a cultural event, engaging collectors while capturing broader public attention.
I served as Senior Designer, responsible for concept and execution across print, digital, OOH, and social advertising. The creative emphasized scale and rarity through cinematic imagery, bold typography, and restrained layouts, ensuring clarity and impact across formats. The campaign drove significant visibility in New York and online, culminating in the historic sale of APEX for $44 million—far exceeding expectations and setting a new benchmark for Natural History auctions.
