Global Key Visual created for Discovery Channel HQ and one of their top shows Deadliest Catch. At the begininng of the year we were approached by DC to create an image promoting new season of Deadliest Catch. It was an amazing fun to work on this one. Timing was great, subject was great, guys from Discovery are great! Everything went really smooth. Whole creation proccess took about 3 weeks. First print round can be found in Rolling Stone magazine this month.

Stefan Poulos (Creative Director/Discovery Channel):

“With our 5th season of Deadliest Catch, we set out to show just how intense this job really is. Having been to Alaska to photograph and share a beer with these fisherman, we understood why they say “the only thing crazier than this job is the men who do it”. It’s a world where the rules don’t apply, up is down and everything is out to get you. Waves grow bigger than a house. Temperatures freeze the snot in your nose. Ironically, there’s no place these guys would rather be.

The watercolor treatment was an idea we had a few years ago, but just now surfaced to the top thanks to James Hitchcock, SVP Marketing & Brand Officer for Discovery Channel. Together with my partners in crime, Andrew Heckel on copywriting/strategy and Luke Watkins on art direction. We knew we were on to something fresh, but we needed a partner to really take it to the next level. That’s where Peter Jaworowski of Ars Thanea came in. He has a sense of style that melded seamlessly with this idea. Not to mention, he is somewhat unknown and untapped domestically, so that really attracted us to him. He worked together with Luke on our team almost on a daily basis. If there was ever a point where it needed to be pushed creatively, I just told them to listen to louder music. They didn’t need prescriptive direction, they just got it. Through many rounds of collaboration, sharing files, skype conference calls and late nights, we arrived at something very unique and most of all, paid off the strategy.”

Image case study in step by step form can be found here or you can watch the video (in polish). Whole campaign can be seen - here.

Credits:
Creative Director - Stefan Poulos
Associate Creative Director - Andrew Heckel
Art Director - Luke Watkins
Studio Photographer - Scott McDermott
On-location Photographer - Corey Arnold
Art Producer - Lisa Nagy

Related links:
Ars Thanea
Discovery Channel
Discovery Channel Creative