In 2020 one of the world’s most complete T. Rex fossils arrived at the National History Museum of Denmark in Copenhagen. Our job was to create a long lasting communication concept to promote this spectacular exhibition in an interesting, relevant and engaging way on a wide range of media. We chose to focus on the actual fossil to emphasize its genuineness, showing it in a dark and dramatic setting combined with modern and bold headlines in a graphic layout to make an impression – just like the dinosaur does when you see.