Radley helps promote Discovery programming
January 4, 2012

Radley helps promote Discovery programming

LOS ANGELES — Radley recently delivered two signature campaigns for the Discovery network’s two-part special American Chopper: The Build Off, and the season 2 launch of Gold Rush.  


For the American Chopper promo, Radley was given the mission of amping up the tension that’s such a big part of the show. The studio delivered a full launch campaign, network and live show package. Production kicked off with a location shoot outside Austin, TX, capturing the return of bike builder Jesse James. The creative team drew inspiration from machinery they found in his garage. Stainless steel titles and graphics echoed the brawny, tattoo-laden machismo of the competitors as they pulled out all the stops for the bike build off. 

The studio worked with the production team at Pilgrim Films to produced a comprehensive live show package that included main titles, a complete suite of show elements, and interactive audience voting pieces. The final presentation took place at the Hard Rock Hotel in Las Vegas.

For the Gold Rush launch, Discovery sent the Radley team to the remote Yukon wilderness. True to the show’s no-frills “Dig Deep” motto, the :30 promo delivers powerful cinema-verite imagery and an intense original score composed and produced by Radley’s Chad Itskowitz. 

In addition to the launch campaign, Radley leveraged their access to the show’s talent and the striking landscape to create additional spots custom engineered for brand sponsorship opportunities. 

The team used Red Epic and Canon 5D and 7D cameras on the shoots, along with Maxon Cinema 4D, Adobe After Effects, Apple

Final Cut Pro, and DaVinci color tools for the post production.