Discovery Parks were struggling with differentiation in a competitve travel category. They didn’t just need another campaign - they needed an icon. Together, we created Bruce, the brand’s lovable Bark Manager, designed to bring warmth, humour and recognisability to every touchpoint.

Starting with traditional sketches, character craft and VFX, we harnessed Discovery with emerging AI production tools to rapidly bring Bruce to life across destinations, platforms and storylines. This hybrid approach allowed the campaign to scale efficiently while maintaining a strong, consistent brand presence.

More than a mascot, Bruce became a storytelling device - helping Discovery Parks become more memorable.