ABOUT

CHALLENGE

VML wanted to create a cultural moment. The brief: tell the story of a lab-grown leather made from Tyrannosaurus Rex DNA extracted from collagen proteins, a real collaboration between The Organoid Company, Lab-Grown Leather Ltd and VML. The goal was to generate international media attention, spark public debate and position VML as a pioneer in the creative application of emerging technologies. But to make the leap from bold concept to business credibility, they turned to Propeller.

OUR APPROACH

We devised a PR strategy that fused science, sustainability and style into one story- led by a high-impact media plan. We began with a targeted exclusive in The Times, framing the story through a scientific lens with a culturally resonant hook. VML’s Global Chief Creative Officer, Innovation, Bas Korsten anchored the narrative, tying the innovation to broader ethical and commercial implications.

From there, we rolled out a carefully phased approach:

Exclusive launch story in The Times
Media segmented by vertical (science, business, fashion, tech)
Tailored outreach and exclusive access to scientific and creative leaders behind the science
Prioritised outlets with global reach and reputational impact

Rather than a single media hit, we created a wave of interest – building from national press to international coverage across broadcast and online. The result was a sustained narrative that kept the campaign in the conversation and positioned VML at the intersection of innovation and ethics.

RESULTS

107 global pieces of media coverage
Titles included The Times, The Telegraph, Sky News, NBC, USA Today, Vice, NPR
124 million estimated views
Total media reach of 804 million
Cross-sector engagement across biotech, ethical fashion, science, and creative industries
Elevated VML’s global profile as a boundary-pushing creative agency