Wild Lights at the STL Zoo
Wild Lights has always been about the joy of sharing meaningful moments together. For the 2025 season, we evolved the campaign with “Share the Lights,” a concept centered on animals inviting one another to experience the wonder of Wild Lights—mirroring the way people share beloved holiday traditions with friends and family. Through playful, heartfelt storytelling, the campaign positioned Wild Lights as an unmissable seasonal experience across social videos, key art, broadcast and streaming radio, Enterprise Center LED placements, and high-impact digital displays.
Art Direction and Concept: Loren Zaitz
Writer: Timothy Glebocki
Creative Direction: Erin Holcomb and Terri Mitchell
Storyboard Artist: Maddie Callewaert
3D Artists: Noah Ilbery and Ayushman Johri (AJ)
Motion Design: Natalia Schaerer
Editing: Suzane Pham
Production: Alyssa Schier
Agency: Paradowski
Sketches by Maddie Callewaert
Key art
Animals aglow concept
For the St. Louis Zoo’s Animals Aglow campaign, we developed a concept inspired by the Year of the Dragon and the idea that every Zoo visit can spark something meaningful. Through richly layered illustrations, cultural motifs, and storytelling rooted in transformation and discovery, the campaign invited guests to see the Zoo as a place where new traditions begin and unexpected moments unfold. Designed as a flexible visual system that could extend across seasonal events and promotions, the concept blended warmth, wonder, and celebration into an immersive year-long creative platform.
Note: this concept was not chosen.
Design: Loren Zaitz
Creative Direction: Amanda Burch, Terri Mitchell, Natasha Zerjav
Agency: Paradowski
