Just as much as we watch them, exhibit residents watch us.
And just as unusual as some animals may be to use, imagine how we must appear to them.
This campaign is focused on bringing more visitors to the California Academy of Sciences through creative usage of visual advertising and perspectives. Copy by Jason Kim, artwork by the incredibly talented Cherise Chuck.
Google Maps Collaboration
The following pieces are part of a proposed Google Maps collaboration. Certain landmarks in San Francisco would have their Google Maps pages altered for the duration of the campaign. Their descriptions and some reviews would be replaced by ones written from the perspective of specific animals.
For example, the Transamerica Pyramid becomes the Transamerica Stick to butterflies; the Golden Gate Bridge is now the Gate bridge to penguins (who can’t see red or yellow shades), and the Palace of Fine Arts is reviewed by a jellyfish with limited visual acuity.
Perspective Billboards
These executions appeal to potential visitors’ curiosity by showing how we all look from the perspective of specific animals. Each one is narrated in the voice of the animal.
Our first one is the butterfly. Butterflies are able to see in ultraviolet light, which is reflected in the colorfulness and saturation of our execution. On the copy side, we envisioned butterflies as scatterbrained and hyperactive, fitting their daily routine of flying and flitting between flowers and visitors at the California Academy.
Billboard #2 - Penguins
Our second billboard is from the perspective of a penguin. They are unable to see in shades of red and our execution reflects their eyes’ color spectrum as well as the popular conception that penguins are “classy” birds.
Billboard #3 - Jellyfish
This execution shows the world from the POV of a jellyfish. Jellyfish have limited visual abilities and those limitations are reflected in our piece, which shows their world as monochrome and in less definition than other animals.
Below you’ll find the base images we created for these out-of-home executions.
