Denver Zoo – Glowing Wild

Problem
Spring visitation at the Denver Zoo needed an extra spark. Competing family attractions were vying for attention during spring break, and Zoo Lights had already set a high bar for seasonal experiences. The challenge was to create a campaign that made spring at the zoo feel just as magical and worth prioritizing.

Insight
For kids, spring isn’t just warmer weather or blooming flowers. It is an explosion of imagination where animals are more energetic, the environment feels alive, and the smallest detail can grow into a larger than life story. If the campaign could be told through the lens of a child’s imagination, families would see the zoo as a place where everyday moments become extraordinary.

Solution
I developed scripts for 30- and 15-second broadcast spots that tapped into a child’s wide-eyed narration. The creative blended real zoo footage with whimsical visual effects that transformed their words into fantastical scenes: giraffes towering higher, penguins swimming like superheroes, and lanterns glowing in unexpected ways. The spots positioned spring at the zoo as more than a visit. It was an adventure as big as a child’s imagination.