The 98% Human project in early 2011 when BBDO agency EP Verity Grantham emailed The Mill to say she had a top-secret script they were committed to and they were looking for a visual effects company to help them realize their vision. After the script for 98% Human was sent over to The Mill, the team all read it and agreed that The Mill had to be involved with this project.
The spot focuses on the use of primates and is part of PETA's campaign “The Great Ape Pledge” which drives viewers to the newly developed microsite www.greatapepledge.org where they can register to take the vow to stop the use of primates as actors.
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