Africa Rocks - Montage Anthem

By

HYPE
Wednesday, May. 31, 2017

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Nearly two years after the historic groundbreaking ceremony for the largest expansion in its 101-year history, the San Diego Zoo Global launches the Conrad Prebys Africa Rocks exhibit. To introduce the expansive and diverse experience, dedicated to plant and animal species from six different African habitats, M&C Saatchi LA developed creative content for an integrated marketing campaign to engage people of all ages. The “Africa Rocks,” campaign will enjoy a multi-channel “tour,” complete with broadcast, posters, out of home, and social throughout the summer. To produce the campaign, M&C Saatchi partnered with award-winning production company Gentleman Scholar to create the animated video campaign, described as “Bleacher Report meets MTV for the Animal Kingdom.” Each animal’s actions are previewed in the “Africa Rocks” spot; with hero animals presented within their own habitats in the :15s. This gave the Gentleman Scholar designers the opportunity for story depth leading to iconic “Africa Rocks” logo treatments. Bombastic music – from metal to 80’s synth, to sitars and record scratches - sonically transport viewers to various decades and genres in this rock tour of the animal kingdom.

Credits

Client: San Diego Zoo

Chief Marketing Officer: Ted Molter

Marketing Director, Communications & Interpretation: Debra Erickson

Associate Director, Design: Damien Lasater

Associate Director, Communications: Mike Warburton

 

Agency: M&C Saatchi LA

Executive Creative Director: Maria Smith

Associate Creative Director/AD: Ron Tapia

Associate Creative Director/CW: Ben Lay

CW/AD: Stephen Reidmiller

Director of Content Production: Dennis Di Salvo

Print Production Director: Brian Bushaw

Group Account Director: Mike Wilton

Account Director: Makeia Carrier

 

Production Company: Gentleman Scholar

Directors: William Campbell and Will Johnson

Executive Producer: Jo Arghiris

Head of Production: Rachel Kaminek

Art Director: Michael Tavarez

Producer: Nikki Maniolas

Designers: Hana Eunjin Yean, JP Rooney, Macauley Johnson, Andy Lyon, Brandon Smith, Cam Floyd, Hanna No, James Levy, Kelly Jung, Paul Kim

2D Animators: Chris Finn, Macauley Johnson, Andy Lyon, Danni Fisher-Shin, Henry Pak, Jeffrey “Jip” Jeong, Yoogin Seol

AE Compositor: Ramzee Hogan

Cel Animators: Abigail Magno, Andy Lyon, Laura Yilmaz, Sean Buckelew

3D Animators: Jamie Sawyer, Sarah Wolfe

3D Generalists: Chris Finn, Tim Hayward, Jacques Clement, Jessica Ramirez, Mike Cahill

3D Rigger: Tim Hayward

Nuke Compositor: Chris Brown, Matt Lavoy

 

Music Company: Yessian

Creative Director: Andy Grush

Executive Producer: David Gold

Senior Producer: Katie Overcash

Composers: Jimmy Haun, Andy Grush

 

Mix Company: Margarita Mix

Mixer: Paul Hurtubise

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