Everyone should thank Nat Geo Wild for having the foresight to understand that only a self-selected audience will want to tune into its new series, Pop Goes the Vet, which features caring vets popping, draining and removing abscesses and other growths from their animal patients.
So instead of showing footage from the series, the channel gathered footage of people watching the series and let their reactions do the selling, according to writer/producer David Numbers.
Nat Geo partnered with DC’s Washington Improv Theater to cast the spot. “We had an absolute blast shooting remotely with everyone in their homes, and it was awesome to turn the talent loose with a little direction and let them play,” Numbers wrote in an email.
Silver Spring, Md.-based Fogo produced the virtual shoot and edited all the footage down to find the final spot.
Pop Goes the Vet premieres on Nat Geo Wild on Saturday, Aug. 22.
Client: National Geographic
Writer/Producer: David Numbers
VP, Creative: Tyler Korba
Art Director: Jeremy Tate
Project Manager: Isabella Alonzo
EVP, Creative: Chris Spencer
Executive Producers: Footy, Dave Gorrie
DP/Camera Team: Dave Gorrie, John Rolewicz
Creative Director: Jeff Strong
Editors: Dave Gorrie, John Rolewicz
Director of Production: AnChi Laster
Sound Designer: Richard Humphries, Takoma Media