Discovery Channel


Concept development, copywriting, production, direction, editing, design

About This Project

Discovery Channel’s “Shark Week” is one of the world’s most famous TV events. In Australia it has been going for over 15 years, and for five years now we’ve been invited to create the on-air promotional campaign.

To show that the 2013 Shark Week was bigger than ever, we asked Shark Week ambassador, Andrew ‘ET’ Ettingshausen, to go over a ski jump, wearing a meat suit, in shark-infested waters. But not believing a silly stunt was necessary, he refuses, giving the director no choice but to do it himself.

Showing they are not afraid to take a risk, the client approved the meat suit, and the result was a humorous campaign that showed the real heroes of Shark Week are the sharks themselves.

Filmed in a single day, along with another campaign for the Discovery Channel program “Ultimate Fish”, this is another example of how well-considered ideas, careful planning and a great team of professionals committed to the task can deliver big bang for bucks.