Print, digital and Out-of-Home campaign for an evergreen idea for the San Diego Zoo. Typically campaigns were briefed around new exhibits and upcoming events. This particular task was to give the zoo a brand campaign that would set-them apart from the 2,400 other zoos around the country. We launched just before Comic-Con in San Diego, and in Los Angeles, Phoenix and Las Vegas. It won numerous trade and industry awards.

I really learned a lot from this experience. The big take-away was don't back down on your creative vision if there isn't a good reason to do so. I compromised a bit too much on this one. I still love the concept though.

The areas are are all actual spaces at the zoo (shot in plates and made to look more fantastical). The unicorn background was shot within the gorilla enclosure. The serpent background was shot in the hippo tank and the gryphon background was were they keep a few small deers.