Art direction & design
Volkswagen | Sharks ReScored
What if the music were different?
Mini Doc
Ever since Jaws, menacing music and sharks have been inseparable. VW and Discovery Channel set out to change that — and change how we think about the species entirely. Composer J. Ralph wrote a new majestic score, recorded at Abbey Road with violinist Josh Bell. The centerpiece was an interactive experience where viewers controlled it themselves with their own eyes — left eye triggers fear, right eye triggers wonder. TV promos, a short-form documentary, display advertising, and a full branding system rounded out a true 360 campaign. I led the art direction and design across the experience.
