The travel category is crowded and competitive. Discovery Parks were struggling with standing out, and needed more than a campaign to solve it. They needed an icon. Enter stage left: Bruce.

Together we created a loveable mascot (and official Bark Manager) who could 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 is a storytelling device helping Discovery Parks become more memorable, the way only a dog can.