2C Media Promos for TWC's "Hurricane Week"

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To usher in the ultimate seven-day viewing fest for weather geeks, 2C Media and The Weather Channel collaborated on a pair of promos for the network’s “Hurricane Week,” which kicked off Monday, August 5. Each of the two spots begins with a scene familiar among U.S. television viewers and quickly transforms it to reveal the deadly, destructive force of a hurricane. Combining live action, stock footage and intense digital post effects, the campaign provides the perfect intro to a week’s worth of hurricane madness, presented as only The Weather Channel does best.

Shark-icane
Let’s face it. The Great White Shark has become a pop culture staple in the summer, unavoidable on the tube. So, making a play on the whole “Sharknado” craze, writer/producer David Gold decided to pit a shark against a hurricane in a playful spot to see which would really emerge as nature’s deadliest force. Stock film footage and digital effects send a Great White flailing amid a volatile sea, its prey let loose as the hurricane defeats the shark.

Day at the Beach

By now, viewers are also quite familiar with those dreamy Corona ads, the ones that let you eavesdrop on the ultimate picture of tranquility… two comfy chairs on a pristine private beach where the only sound is the surf caressing the shore. The second “Hurricane Week” promo, conceived by The Weather Channel’s Stephen Clark, takes this setting and introduces a raging hurricane at seemingly mock speed… the unlucky couple scampering off to avoid inclement weather. Shot on a real South Florida beach, this spot incorporated 2C’s sheer graphics magic in transforming its ordinary “beach day” live action scene into a veritable nightmare.

“The Weather Channel is a phenomenal partner, allowing us the creative freedom to have a lot of fun with these spots while still conveying the serious threat posed by hurricanes in the United States every year,” said 2C Media president and executive creative director Chris Sloan. “I’m really proud of the 2C team for what they were able to pull off with this one all the way around from concept and writing to shooting, directing and post.”

“When 2C initially pitched the Shark-icane concept about a great white versus a hurricane, I was all in. Cool idea, killer execution…a smart way to have a little fun with a serious topic, and still evoke the awe and fascination we all have with these storms,” said The Weather Channel Creative Director Mark Fredo.

The “Hurricane Week” promos are the latest in a growing list of campaign collaborations between The Weather Channel and 2C Media. These also include spots for such series as “Hurricane Hunters,” “Deadliest Space Weather,” “Coast Guard Florida” and “Coast Guard Alaska.”

CREDITS:

Weather Channel (same for both spots):

Creative Director: Mark Fredo
Manager, Advertising and Promotion: Stephen Clark

“Day at the Beach”

Executive Producer: Chris Sloan
Producer: Ben Frank
Producer: Andrew Nathanson
DP: Mark Moorman
Design Director: Luis Martinez
CG Artist/Compositor: Dmitri Zavyazkin
CG Artist/Animator: Aaron Magee
Sound Design: Omar Chavez
Audio Engineer: Cesar Haliwa

“Shark-icane”

Executive Producer: Chris Sloan
Writer/Producer: David Gold
Producer/Sound Design: Ben Frank
Design Director: Luis Martinez
CG Artist/Compositor: Dmitri Zavyazkin
CG Artist/Animator: Aaron Magee
Audio Engineer: Cesar Haliwa