If music has the power to vilify sharks, does it also have the power to save them?

Sharks ReScored is a conservation initiative that uses music to change our perception of a species we've been taught to fear. In celebration of "Shark Week", we crafted an experience where we invited fans to see if music can change their perspective of sharks. Using innovative eye-tracking technology, users could switch between two soundtracks playing over the same shark footage. Looking from your left eye triggered menacing music. Looking from your right played the new soothing soundtrack. I led the branding across the entire 360º program and we collaborated with the video production teams to produce a graphics package that provided visual consistency across all creative elements.

In 2016 the Sharks ReScored digital experience was nominated for a Webby Award for the category "Best Advertising & Media campaign." The video below highlights our partnership with Volkswagen and accolades we received from popular publications.

interactive digital EXPERIENCE

Using innovative eye-tracking technology that would request PC camera access, users could switch between two different soundtracks playing over the same shark footage. Looking from your left eye triggered menacing music. Looking from your right played the new soothing soundtrack. 

Linear Short-form

Promo commercials leading up to the premiere of Shark Week drove awareness of Volkswagen's partnership with Discovery and teased the digital experience. A short-form documentary aired on television during the premiere and took viewers through the creation of a brand-new score and highlighted the cause initiative. Fans watched the video content directly within the digital experience including an exclusive video of the entire score performed by the London Symphony Orchestra titled "Theodora."

Branding

 We designed and produced all branding elements for the campaign including the creation of the title animation sequence. See video example below.

Advertising

A suite of innovative video solutions were targeted across devices and platforms.