McKim has been working with the Assiniboine Park Conservancy since 2014. To build public awareness for and create a sense of urgency to visit the interactive Dinosaurs Alive! exhibit at the zoo over summer 2016, a campaign was developed to position the attraction as a memorable and exciting spring and summer destination. Dinosaurs Alive! opened to record-breaking crowds at the zoo over the May long weekend and continues to draw new and repeat visitors. Photos courtesy Thomas Fricke.