A Different Kind of Shark Encounter

The things threatening sharks became the materials that brought them to life.

For Shark Week’s 30th anniversary, Discovery wanted an experience that inspired social sharing while drawing attention to the importance of protecting shark habitats. Our answer was Shark Park, a collection of interactive shark sculptures made from upcycled scrap wood, plastic bottles, aluminum cans, and cardboard waste.

The materials were central to the idea. Each sculpture transformed discarded objects into something people wanted to approach, explore, and photograph, creating an opportunity to connect their fascination with sharks to the threats facing their habitats.

The installations invited participation. Guests could ride a hammerhead shark’s seesaw or climb into the jaws of a great white, becoming part of the scene. Those playful interactions gave people dynamic moments to capture and share, carrying the Shark Week celebration and its conservation message beyond the park.

Alongside the installation, Discovery and the Santa Monica community joined a local beach cleanup, removing thousands of pounds of trash in a single day. The effort gave the program a practical expression, connecting the materials guests saw in the sculptures with an action that helped protect the marine environment.

Together, the sculptures and cleanup turned an anniversary celebration into an invitation to enjoy, share, and care for the world Shark Week brings to the screen.

Results

15,000+ visitors
Thousands of social media posts
Shark Week ranked No. 3 among trending topics on Twitter before airing

The accompanying beach cleanup removed thousands of pounds of trash in one day.

My Role

Creative strategy, concept development, creative direction, design oversight, fabrication oversight, and on-site execution.