This mini-documentary Sharks Rescored chronicles a Deutsch LA-created initiative for Volkswagen tying into Discovery Channel’s famed Shark Week. The doc. will be airing all this week on Discovery.
Music scores from major motion pictures have perennially portrayed sharks as menacing man-eaters lurking in the ocean. Aimed to change the perceptions of sharks, VW in collaboration with Deutsch LA is giving these misunderstood creatures a new music score through an innovative interactive web experience on SharksReScored.com.
More than 100 million sharks are killed a year by humans–which begs the question, if music can vilify sharks, can music also have the power to save them?
Volkswagen, in partnership with Discovery, teamed up Academy Award-nominated composer J. Ralph (Chasing Ice) and marine biologist Luke Tipple to rescore sharks. The new score was performed at Abbey Road Studios in London by a 151 piece orchestra, featuring Grammy Award-winning violinist Josh Bell.
Credits
Client Volkswagen of America, VW/Discovery Channel Shark Week Partnership Agency Deutsch LA Pete Favat, chief creative officer, North America; Vic Palumbo, director of integrated production; Erik Press, executive integrated producer; Winston Binch, chief digital officer, North America; Heath Pochucha, group creative director; Jerome Austria, digital executive creative director; Zaid Al-Asady, creative director; Daniel Barak, digital creative director; Shiran Teitelbaum, lead copywriter; Alice Blastorah, lead art director; Erin Burell, sr. digital designer; Neph Trejo, Charlie Brandwick, Rocio Alvarado, sr. art directors; Newton Cox, copywriter; Marijke van Niekerk, sr. copywriter; Dave Rocco, music director; Eryk Rich, associate music producer; Pam Scheideler, executive director of digital; Martin Legowiecki, creative technology director; Nick Ngai, executive integrated producer; Jenny Court, digital producer. Production/Creative Jen Pennybacker, VP branded entertainment; Mary Claire Baquet, Matt Katzive, VP Discovery Creative; Marley Bunce, VP head of production; Christina Bavetta, director; Mike Baireuther, Gina Scarpulla, supervising producers; Joe Moccia, sr. art director; Jim O’Donnell, line producer; Aaron Moore, Bartley Powers, editors; Tara Belkin, exec producer; Dione Li, producer; Jesse Rugless, associate producer; Daniel Oleksiuk, production manager; Leigh Solomon, digital creative director; Kate Pfetsch, supervising producer/editor; Joy Montefusco, Jason Robey, exec producers; Dan Carter, producer; Diego Molina, sr. visual designer; Jennifer Kaye, interactive visual designer. Music Josh Ralph, composer.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
