Seen+Noted: Droga5 New York teams up with actors, athletes, cartoons and more for this Paramount+ Journey to the Peak Super Bowl campaign

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Seen+Noted: Droga5 New York teams up with actors, athletes, cartoons and more for this Paramount+ Journey to the Peak Super Bowl campaign

Droga5 New York launches this new campaign created for ViacomCBS’s Paramount+ streaming service, called ‘Journey to the Peak’. The spots aired during today’s Super Bowl LV, with the storytelling ambition of one of Hollywood’s most iconic studios and what we can only assume is the biggest logo in advertising history, Droga5 brought this classic mountain to life for the big game.

 

With a mix of live sports, live news and top-notch TV and movies, Paramount+ is gearing up for its March 2021 launch with a literal mountain of entertainment, leading Droga5 to ‘go big’ for this campaign.

The agency decided to take the iconic Paramount Mountain and transform it into the backdrop for an epic expedition story. Then, the team brought together an intrepid band of ViacomCBS stars as its mountaineers – actors, athletes, news anchors, reality hosts, cartoons, puppets and Snooki – all scale the legendary mountain logo.

Directed by David Shane, the journey unfolded over six films, each one exploring a different side of the mountain with a different collection of properties. Some of the spots started rolling out during the AFC Championship and the goal is for the ViacomCBS stars to reach the peak during a Super Bowl this Sunday.

In the main commercial our heroes finally reach the summit of Paramount Mountain, where they find Sir Patrick Stewart and Stephen Colbert. Patrick reveals their purpose – this mountain climbing expedition was all one big metaphor, for how they’re all coming together on Paramount+.

VIEW THE SWEET VICTORY FILM

Seen+Noted: Droga5 New York teams up with actors, athletes, cartoons and more for this Paramount+ Journey to the Peak Super Bowl campaign

Roll Call: The expedition begins with our heroes hiking to base camp. Patrick Stewart’s voiceover introduces the crew – from Survivor’s Jeff Probst to CBS News’ Gayle King, James Corden to Dora the Explorer, Spock to Snooki, and many more.

VIEW THE ROLL CALL FILM

Seen+Noted: Droga5 New York teams up with actors, athletes, cartoons and more for this Paramount+ Journey to the Peak Super Bowl campaign

Call To Adventure: At base camp, former NFL coach and CBS commentator, Bill Cowher, challenges Dora the Explorer for leadership of the expedition. Snooki, Tom Selleck, DJ Khaled, and other crew members observe the human-cartoon power struggle.

VIEW THE CALL TO ADVENTURE FILM

Seen+Noted: Droga5 New York teams up with actors, athletes, cartoons and more for this Paramount+ Journey to the Peak Super Bowl campaign

Ice Bridge: The crew comes to a narrow ice bridge over a crevasse. Star Trek’s Michael Burnham reports that there’s a giant crack in the ice. And while the situation is dire, Beavis and Butthead can’t stop laughing at the word ‘crack’.

VIEW THE ICE BRIDGE FILM

Seen+Noted: Droga5 New York teams up with actors, athletes, cartoons and more for this Paramount+ Journey to the Peak Super Bowl campaign

Cliffhanger: High on the mountain, we see several characters – including Trevor Noah, Judge Lola from All Rise, Lt. Dangle from Reno 911!, and Elmer the Crank Yanker – hanging perilously from a cliff face.

VIEW THE CLIFFHANGER FILM

Seen+Noted: Droga5 New York teams up with actors, athletes, cartoons and more for this Paramount+ Journey to the Peak Super Bowl campaign

Frostbite: In the frigid temperatures, a Crank Yanker puppet (voiced by Jimmy Kimmel) is suffering from a frozen arm. It’s acutely diagnosed as ‘puppet frostbite’ by Spock, before PGA golfer Bryson DeChambeau jumps in to save the day.

VIEW THE FROSTBITE FILM

Seen+Noted: Droga5 New York teams up with actors, athletes, cartoons and more for this Paramount+ Journey to the Peak Super Bowl campaign

Credits
Paramount+ :: Journey to the Peak
Client ViacomCBS/Paramount Plus
Campaign Journey to the Peak
Agency Droga5 New York
Co-Chief Creative Officer Tim Gordon
Co-Chief Creative Officer Felix Richter
Executive Creative Director Scott Bell
Group Creative Director Dan Kelly
Sr. Copywriter Sean Buckhorn
Sr. Copywriter Amy Werblin
Sr. Art Director Gonzalo Navarro
Sr. Art Director Erika Kohnen
Executive Producer, Film Jeremy Fox
Assoc. Producer, Film Hugh Copeland
Business Affairs Director Dan Simonetti
Celebrity Talent Relations Lead & Whitney Vose
Sr. Business Affairs Manager
Talent Manager Sunny Valencia
Strategy Director Gabriela Avila
Group Communications Strategy Director Samantha Deevy
Communications Strategy Director Kathryn Ruocco
Communications Strategist James Ramseur
Group Data Strategy Director Lily Ng
Executive Group Account Director Giovanni Villamar
Account Director Cara Roberts
Account Manager Cole Habersham
Account Manager Danny Rodriguez
Project Manager Danielle Gibbons
Client ViacomCBS/Paramount Plus
EVP, Head of Operations & CMO Domenic DiMeglio
SVP, Marketing Tammy Henault
SVP, Creative Marketing Sarah LaBrache
SVP, Brand Creative Terry Minogue
SVP, Design Matt Hernandez
Executive Producer Romi Laine
Sr. Creative Director Jedd Scher
Director, Marketing Operations Andrea Torres
Talent Producer Robin Reinhardt
VP, Legal Renat Engel
Director, Human Resources Jill Goerdt
Production Company O Positive
Director David Shane
DOP Paul Cameron / Jeff Kim
Executive Producer Ralph Laucella / Marc Grill
Line Producer Brady Vant Hull
Line Producer Jason Reda
Production Designer Maia Javan
First Assistant Director Greg McCollum
Head of Production Devon Clark
Editorial Work Editorial
Editor Rich Orrick
Editor Jono Griffith
Executive Producer Erica Thompson
Head of Production Alejandra Alarcon
Senior Producer Alison Howlett
Assistant Editors Chris O’Brien, Fatos Marishta, Rain Keene, Adam Buckmaster
Post Production VFX The Mill
Executive Producer: Heath Raymond
Creative Director/VFX Supervisor: Nathan Kane
Production Supervisor: Colin Blaney
Associate Producers: Christina Chung, Mia Saunders, Katharine Mulderry
2D Leads: Keith Sullivan
Andre Vidal
Blake Druery
Antoine Douadi
Siro Valente
Joe Tang
CG Leads: Seon Crawford
Christian Peck
Finlay Crowther
Colourist: Mikey Rossiter
Design: Vivian Kim
2D Team: Caio Sorrentino
Artur Elson
David Reynolds
Fred Kim
Jiin You
Joseph Yoon
Luke Midgley
Nasser Mandavi
Sebastian Romero
Taner Besen
Ting Jung-Hsu
Ben East
Anuj Bhandari
Dilipan J
Hanuma Hanumath Prasad Kondepi
Mayank Shekhar Tiwari
Mohit Garg
Pradeep Kumar Rawat
Satya Narina
CG Previs: Arsen Arzumanyan
CG FX: Todd Akita
Ciaran Moloney
Vraja Para
Mahmoud Elragheb
Emre Sumer
CG Matte Painting: Charles Lee
Cedric Menard
Sue Jang
Crystal Samuel
Jiyoung Lee
CG Modeling: Harlan Qiu
Casey Reuter
Alek Vacura
Greg Mawicke
Anil Sarki
Guru Prasad
Kartik Arora
Kiran Prabhu
Sashi Kumar Dakoju
Siva Subramanian
Somesh Tiwari
Sudhir Verma
CG Animation: Samiran Ghosh
Sandeep Kumar Goje
Sukanta Chakraborty
CG Lighting: Jackie Liao
Lauren Shields
Pablo Estrella You
Grace Hwang
Yongho Kim
CG Tracking: Aatish Ranjan
Arpit Gangrade
Ashwani Patel
Verru Ramesh
Dongili Varaprasad
Post Production for Product Spots Second Child
Editors Nina Sacharow Taylor, Victor Hermosillo, Steve Nelson
Assistant Editors: Emily Brennan, Andrew Davenport
Senior Post Producer: Sara Mills
Animation for Beavis & Butthead, Dora the Explorer, & Teenage Mutant Ninja Turtles
Titmouse Inc.
Executive Producer Ben Kalina
Executive Producer Chris Prynoski
Executive Producer Shannon Prynoski
Animation Director Matt Taylor
Associate Producers Brendan O’Connor, Lauren Siller
Animators Riley Boydston, Smo
Assistant Animator Kyle Brooks
Compositor Amanda LaMarco
Music Human
EP James Dean Wells
Creative lead(s) Morgan Visconti, Sloan Alexander
Composers:
Roll Call: Adam Ruedes del Rio & John Christopher Barnes
Call To Adventure: Thomas Keery
Cliffhanger: John Christopher Barnes
Ice Bridge: Thomas Keery
Frostbite: Seth Fruiterman
Sweet Victory: Andrew Bloch
Sound: Heard City
Audio Mixers: Phil Loeb, Evan Mangiamele, Stefano Campello
Assistant Engineers: Catherine Sangiovanni, Ronnie Stapleton, Tom Morris, Seth Brogdon, Bennett Kerr
Managing Director/Partner: Gloria Pitagorsky
Executive Producers: Sasha Awn, Jackie James
Producer: Andi Lewis
Assistant Producer: Nick Duvarney