Discovery Channel:
Gold Rush / Season 2

For Season 2 of Gold Rush, Discovery's breakout mining franchise, I designed and pitched a campaign to build anticipation in some of TV's most critical markets. Urban transit offered an unexpected connection to the show. The subway and the mine shaft have more in common than we admit. Generations apart, people still descend every day chasing the same things: a fortune, a future, sometimes simply survival. The campaign used that parallel to create a conversation between workers past and present about how much work has changed, how much it hasn't, and what it still asks of us. Dig Deep.