Ahead of the global premiere of Marvel Studio’s Thor: Ragnarok, the studio teamed with Discovery’s Naked and Afraid for a co-branded campaign.
Discovery writer and producer Jesse Rugless penned three character portraits in the style of the reality show, giving each of the movie’s main characters their own “primitive survival ratings” or PSRs.
In less than a month, creative agency Magic Feather Inc., created custom 3D motion graphics and unique visual effects to blend the Naked and Afraid style with scenes from the movie.
The campaign also includes an overall integrated spot (below) and a fun featurette (above) including the movie’s Chris Hemsworth (Thor), Mark Ruffalo (Hulk) and Cate Blanchett (Hela).
Overall co-branded campaign spot:
Character portraits, complete with PSRs:
Writer, Producer and Creative Lead, Discovery Branded Entertainment: Jesse Rugless
Production Manager, Branded Entertainment, Discovery Channel, Animal Planet and Science Channel: Nettie Ferrara
Vice President of Branded Entertainment, Discovery Channel, Animal Planet and Science Channel: Michael Eisenbaum
VP, Ad Sales Marketing & Solutions, Discovery Communications: Christina Carey Dunleavy
Sr. Manager, Marketing Solutions, Discovery Communications: Elena Debellis
Sr. Manager Marketing & Synergy, Walt Disney Studios: Jordan Francke
Agency: Magic Feather Inc.
Creative Director: John Davidson
Editor, AJ Paschall