7ARY ℅ Huffman

In 2019, Ark Encounter set out to strengthen its brand by launching a bold national campaign built around a lovable family of animated giraffes. These weren’t just mascots—they were charming characters created to reflect the Ark’s values and connect with families on a deeper level. Over the next five years, the campaign grew into a full universe of new characters, plush toys, apparel, and merchandise, all helping boost ticket sales, even through challenges like COVID-19.

Building on the success of Season One, Season Two launched in 2022, introducing four new characters, including a lovable llama and a curious kangaroo, and expanding cultural reach through a partnership with the rising country music singer, Emily Ann Roberts. The campaign also made smart media moves, like primetime holiday placements that strengthened the Ark’s warm, family-focused image. By Season Three, the creative approach evolved further, adding cinematic touches like breaking the fourth wall, classic TV-style intros, and nods to iconic directors like Wes Anderson. With social media tie-ins and brand collaborations with Coca-Cola and the Cincinnati Reds, the campaign set itself up for even broader audience engagement and cross-platform success.

Ultimately, the Ark Encounter’s animated ambassador strategy added a seven-figure intellectual property asset to the client’s balance sheet, transforming the Ark’s public identity and opening doors to new advertising, licensing, and content opportunities—all while reinforcing the brand’s mission of delivering wonder, joy, and discovery to families across the country.

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The Giraffes (2018-2025)
Producer, Written by, & Story by Brent Huffman

In 2022, after winning a competitive pitch against three of the nation’s top branding agencies, I had the privilege of leading the rebrand and reintroduction of Major League Cricket, the first-ever professional T20 cricket league, in the United States. Over the next 13 months, our team executed a full strategic arc: brand positioning, design systems, global adoption strategy, campaign development, and content guidelines, all tailored to introduce one of the world’s most beloved sports to a new American audience.

We explored multiple brand pathways and storytelling concepts before aligning on a bold, future-forward identity that resonated with both global cricket fans and U.S. sports culture. The final brand system launched to overwhelming support from players, media, and fans—including immediate league participation from iconic teams such as the Kolkata Knight Riders and the Chennai Super Kings and global icons such as as Kerion Pollard and Faf du Plessis. 

For me, this project was more than a professional milestone; it was deeply personal. Years earlier, after falling in love with the energy and culture of cricket, I bought my first Knight Riders jersey and match ball while traveling in India. To help bring that sport to the U.S. stage; and to see icons like Faf du Plessis wearing the patch on his sleeve, and a Knight Riders kit that featured the MLC logo... is a moment I’ll cherish for a long time.