Concrete Pictures raises bar in new campaign for discovery channel

Marrying technology with creative edge, Concrete Pictures has developed an innovative branded programming campaign for Discovery Channel. The award-winning creative agency has conceived, written and executed five vignettes to exemplify the high quality of Discovery Channel content. Poised to set a new standard for television advertising, the new campaign—as stand-alone entertainment—provides a refreshing alternative to traditional tactics such as billboards and banners.

“We looked to Concrete Pictures to develop an effective way to attract viewers to our uniquely themed programming,” said Jeff Strong, Discovery Channel’s Creative Director. “The resulting campaign demonstrates the engaging storytelling and immersive knowledge that is synonymous with Discovery’s content and represents a new approach to television promos.”

An evolution of Concrete Pictures’ original high-production “Let’s All Discover” campaign, the new taggable :30 spots are themed around Discovery’s core genres—Survival, Science, Medicine, Adrenaline and Forensics—and will air in primetime adjacent to like programming. Each genre-themed spot provides a nugget of knowledge: from tips on how to reach land if stranded on a raft in the ocean to how “growing” fuel can reduce greenhouse gas emissions by 30 percent.

Filming the spots required a cornucopia of media, including a high-resolution digital microscope, high-definition live action, still photography and both 2D and 3D animation.

“To make the viewing process more immersive and compelling, we wanted to use the first-person point of view as much as possible,” explained Concrete Pictures’ Creative Director Matt Hall. “You see this focused hypnotic effect a lot in video games, but when you apply it to something as mundane as a factoid, the information begins to take on a ride-like quality. It’s an exciting way to approach filmmaking.”

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