Discovery will air its documentary Racing Extinction on Dec. 2 across 220 countries—and the accompanying creative is working on the same magnitude.

Spots and main titles get across the documentary’s message of urgency, conveying how important climate change and animal extinction are to the world.

In the spot below by AV Squad, a ticking clock becomes more and more disruptive until it’s impossible to ignore:

CREDITS:

DISCOVERY

Lara Richardson, SVP Marketing

Pablo Pulido, VP Marketing Creative

Josh Kovolenko, VP Marketing Strategy

Jason Turner, Creative Director

Paige Hardwick, Director Marketing Strategy

Curtis Smith, Marketing Manager

Daniel Oleksiuk, Production Manager

AV SQUAD

Peter McKeon, Creative Director

Teresa Antista, Executive Producer

Zach Lyall, Producer

Brian Diederich, Editor

Quico Encinias, Director of Animation

Olavo Braga, Designer

The opening titles for Racing Extinction by Brainbow uses the passage of time to illustrate the immense importance of these issues.

CREDITS:

Client: Discovery Channel

Design and Animation: Brainbow

Art Direction: Nate Naylor

Production Company: Oceanic Preservation Society

Producer: Olivia Ahnemann

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