For the first time in decades, the Oregon Zoo’s signature winter festival – Zoolights – would open its doors without the attraction that for many Portlanders virtually defined the event: the Zoolights Train, offline because of an extensive remodel of the Zoo grounds.
So the Zoo faced a daunting challenge (to put it mildly): how do you get people to come to an event without that event’s signature draw?
As the Creative Director that lead the design team, I thought the solution was getting people to rediscover what makes the event amazing in the first place: sharing a stroll through a stunning universe of light with friends and family during the holidays. And maybe letting your imagination run a little wild… as the star of our spot does in “If I Made a Zoo.”
In addition to scripting and directing the spot, the project also included a new logo for the event, a suite of print and digital ads, and a MAX wrap. And maybe best of all, shooting the spot in the Zoo after hours, just our crew and the animals.
I’d have penguins that fly!
and swans that swim the sky
a hippo with the brightest smile
and dinosaurs that glow for miles
If I wish with all my might
It will all come true… tonight!