Discovery Channel wanted to celebrate the 30th anniversary of Shark Week in a way that inspired sharing on social media while also driving a message around the importance of protecting shark habitats. To solve this challenge we created the Shark Park featuring interactive shark sculptures each constructed out of the very materials that are most harmful to these creatures—upcycled scrap wood, plastic bottles, aluminum cans, and cardboard waste. The installations were built for Instagram and included elements to drive dynamic social content like a see-saw function on the Hammerhead Shark and the ability to climb into the jaws of a Great White.

Alongside the Shark Park, Discovery Channel and the Santa Monica community came together to keep shark habitats safe with a cleanup effort at local beaches, removing thousands of pounds of trash in a single day.

The Shark Park was a hit with more than 15,000 fans visiting the experience, generating thousands of posts on social media and helping to make Shark Week the number three trending topic on Twitter prior to air.