The Discovery Networks product creative team had an enormous challenge in front of them. In just a few short months, they had to develop the entire user experience design for the discovery+ streaming platform, as well as over 1,000 show titles. The creative team at Discovery, led by Sr Director Product & Brand Creative Ted Bramble under GVP of Product & Design Shawn Johnson, worked with SCS to support their internal team in the titanic mission. A mission that included helping style the platform UX, developing thousands of creative assets needed to launch an entirely new streaming platform from the ground up, and sonic branding.
SPW Credits
Client: Discovery Networks
Product: discovery+
Shawn Johnson, GVP of Product & Design
Ted Bramble – Senior Director, Product and Brand Creative
Larry Terenzi – Executive Producer
David Zweig – Senior Product Creative
Brian Blevins – Design Manager
Patricia Cheung – Writer / Producer
Tom Evans – Senior Director, Production Management
Mikala Reasbeck – Sr. Creative Copywriter
Nick Hollensbe – Creative Director
Chad Peltola – Product Design & UX
Mary Baquet – VP Creative & Production
Marisol Baltierra – Senior Motion Designer
Aaron Moore – Director
Nick Charles – Global Production Operations Coordinator
Rachael Hall – Project Coordinator
David Helpling – Composer
User Experience/Brand Design Agency : SCS
Jeff Roach – President and Chief Strategy Officer
John Zegowitz – Chief Creative Officer
Catherine Gudvangen- Executive Producer
Kirsten Wright – VP of Marketing
Lauren Harvey – Sr. Resource and Project Manager
Chris Sparks – Sr. Project Manager
Dave Date – Technology Content Producer
Albert Lam – Lead Motion Graphics Designer
Christian Sternal – Creative Director
Vu Dang- Sr. Art Director
Kelly Ashcraft – Graphic Designer
Tim Auerbach – Production Designer
Amy Higgins – Art Director
ScreenWork Categories:Title Sequence
Go RVing, Explore Commercial Productions and Director Jeremy Pinckert Don’t Want You to Go There in a Hotel!
"Hotel Hassle" directed by Jeremy Pinckert.
Commercial production company Explore and director Jeremy Pinckert went to a familiar well to pull inspiration for their latest production for Go RVing. "Hotel Hassle" was initially conceived as an audio-only campaign, but Go RVing's SVP/CMO Karen Redfern asked Explore to adapt the script into a new, live-action commercial. The adaptation from audio ads to digital commercial spots involved adding re-written lines and a few iconic scenes from Pinckert’s ideas that provided anchor moments for the ads. In particular, 'Hotel Hassle' features a room key that just won’t open the door. The visual he added (a round sensor on the door where the key unlocks) not only modernized the ad into the age of tap, but also gave the spot a technology vs. human undertone, invoking the AI-character Hal from Stanley Kubrick’s '2001 A Space Odyssey.'
Explore and Pinckert also added a visual hook to the ending of the spot that leaned on his own experiences traveling with his family. He found his hands were always full, clutching a few bags, random loose objects, his phone, and of course, his coffee. In the commercial, there is a moment where all of the frustrations are just too much for the protagonist and he almost curses in front of the family. What if the director added an action where the protagonist accidentally spills their coffee and the camera freezes precisely at this moment?
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"Hotel Hassle", part of Go RVing's larger Don't Go There! campaign, is currently being broadcast nationwide via strategic digital channels.
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