Universal Pictures Italy
Dinosaurs are among us
An immersive outdoor experience inspired by Jurassic World – Il Dominio, set within the ancient Baths of Caracalla. Visitors explored a full-scale dinosaur field base, joined live fossil digs, and witnessed a real-time encounter with a life-sized Giganotosaurus. A spectacular and educational activation designed to bring prehistoric thrills to Rome ahead of the film’s theatrical release.
THE CHALLENGE
To launch Jurassic World – Il Dominio in Italy, we needed more than a movie premiere — we needed to bring dinosaurs back to life. The challenge: turning one of Rome’s most iconic archaeological sites into a living, breathing piece of Jurassic history. The goal was to captivate families, fans, and the press with an experience that merged science, cinema, and spectacle — all in the heart of the Eternal City.
THE IDEA
We created an immersive, open-air experience set within the ancient Baths of Caracalla. For two days, the site transformed into the official Italian outpost of the "Department of Prehistoric Wildlife" — complete with excavation zones, field labs, and roaming dinosaur sightings. Visitors could interact with real paleontologists, take part in simulated fossil digs, and witness a life-sized Giganotosaurus appear before their eyes, live and in real time.
A Monumental Encounter
To recreate the thrill of a real dino-sighting, we installed a massive 9-meter LED wall within the ruins, where the Giganotosaurus emerged in full scale and responded to the crowd with real-time interactions. Children screamed, adults gasped — and suddenly, Jurassic World wasn’t just fiction anymore. The spectacle turned the Baths into a prehistoric arena, delivering a visual impact as colossal as the dinosaurs themselves.
From Rome to the World
The event attracted over 10,000 visitors in just two days — a mix of families, tourists, influencers, and press. The collaboration between Universal, local institutions, and Xister Reply resulted in a powerful cultural hybrid: cinema meets history, science meets entertainment. The activation generated massive social buzz, with content spreading across TikTok, Instagram, and YouTube, making this project not just an event, but an unforgettable landmark in film promotion.
