With Monterey Bay Aquarium launching their new exhibit “Tentacles” it was up to myself, and the fine people at Chemistry Club, to intrigue tourists with the playful and intelligent nature of cephalopods. Our campaign spanned across various digital mediums and outdoor—most notably, my work became the 2nd full wrap experience to be done on a BART car.
Tentacles is a brand-new exhibit at The Monterey Bay Aquarium—a fun display of otherworldly looking cephalopods. They want to position themselves as a fun tourist attraction for Bay Area redidents who are considering taking a weekend trek out of town. Find a way to spread the word, and remain top-of-mind, with a complete campaign that shows the playful nature of cephalopods.
Create an all-encompassing campaign targeted in high traffic areas where Bay Area natives reside. This is also included on Bay Area related webpages, blogs, news sites, etc. Create experiences that focus on the tentacles then rethink the way that media is consumed. Then use that unconventional approach to draw comparisons with unconventional creatures.
Our goal was to create a series of assets that could translate well to different mediums. We then used those to quickly repurpose assets across outdoor, web, and streaming services.
We partnered with the SF Giants to do stadium takeovers as well as broadcasts. This AR would play over the announcers reading a script for Monterey Bay Aquarium.
Our take over of the kiss cam was a fun way to show the playful nature of cephalopods.
When the Giants installed brand-new charging stations in McCovey parking lot, it was the perfect opportunity to utilize their screens and tell the Tentacles narrative.
The narrow LED space bisecting the upper and lower stands was a great chance to have tentacles push messaging onto the screen.
This was the cornerstone of the new campaign with the 2nd ever wrap on a BART car. The final result was a truly unique BART experience.
To go with the BART wrap, we had ads mounted inside the cars, as well as full ad takeovers of BART stations.
Our landing page for the Tentacles campaign received overwhelming traffic from direct linking as well as banner ad campaigns.
The other massive set piece of our campaign was banner ads of ever size, and site takeovers like the Pandora radio player.
The response was incredible. News & blog articles were written. Even a few examples of my handiwork ended up on Getty Images & iStock.
My Roles:
Art Direction, Graphic Design, Production Art, UI Design
Credits:
Suosdey Penn, Mel Chan, Allison Khoury and the rest of the awesome people at Chemistry Club.