Client
NDA
Role
Creative Director
Services
Strategy · Campaign · Video · Digital & Social
Timeline
5 months
01 — About the project
Overview
The largest immersive 7-acre attraction at the zoo needed a multi-channel campaign as expressive as the animals and trails.
I led the creative strategy and design end to end — shaping the online platform, directing the narrative, and overseeing a global production pipeline that localized every asset without losing the emotional core.
My Contributions
Creative strategy
Narrative development
Team leadership
Producer
Art direction & graphic design
336K
engaged in first week
58%
increase in ticket sales
24
events promoted
1
Unified campaign
02 — Challenge
The zoo needed immediate attention and ticket sales upon open. With a limited marketing and media budget, the creative had to stand out and get results.
With a fixed opening date and a limited marketing budget, every dollar had to work harder than a typical zoo campaign.
03 — Approach
An on-brand robust campaign brings the zoo closer than ever before.
04 — The Work
A robust digital presence.
We showcased how close attendees can get with nature and animals making a more human immersive experience.
05 — Outcome
Storytelling and strategic media placement immediately surpassed our initial goals while bringing attendees closer to the mission.
Needing to deliver a successful open, the zoo received an immediate jump in projected ticket sales by 58%. The ad placements brought reach to new counties and the targeted influencer campaigns invigorated attendees discussions around the new attraction through real storytelling.
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