When Experience Abu Dhabi prepared to launch the new Natural History Museum Abu Dhabi, it had a world famous centerpiece: the 67-million-year-old fossil of a Tyrannosaurus rex. The opportunity was clear: transform this icon from a museum exhibit into a living, breathing digital creator. Social listening revealed a vibrant and active dinosaur fandom online, hungry for content that blended pop culture with scientific fact. Working together, Ogilvy Paris’ AI.Lab and Memac Ogilvy developed a strategy to transform the T. rex into the first “AI-ncient influencer”. Using social insights to define a sharp, witty and expressive personality, we created a character designed to engage audiences on their own terms, using the memes, trends and formats they already love.