Creative Studio Zookeeper Embraces Pinball Motif for West Coast Conference PSA

The West Coast Conference unveiled its new 30-second public service announcement, the latest expression of the Conference's We Rise in the West brand identity. Developed in partnership with the creative studio Zookeeper, the PSA showcases the identity, values and personality of the conference in an innovative 3D-animated environment designed to capture viewers across West Coast Conference broadcasts and national television viewership.

Watch the PSA by clicking here.

Introduced last year, We Rise in the West is grounded in four pillars that define the West Coast Conference: Regional Identity, Innovative Approach, Student-Athlete Wellness and Excellence. The new PSA brings those pillars together while celebrating the distinct character of each of the Conference's 10 full-time member institutions.

Zookeeper's pinball motif allowed for all of the West Coast Conference mascots to be incorporated in a fun and lively way. Our new We Rise in the West' PSA captures both the place we call home and the standard we set for ourselves, says West Coast Conference Commissioner Stu Jackson. It introduces audiences to the personality of the West Coast Conference, distinguishes our brand on a national stage and tells our story in a creative, authentic and refreshing way. Zookeeper understood that vision and brought it to life in something bold, cohesive and distinctly West Coast Conference.

The collaboration was rooted in a shared ambition to rethink the look and feel of a conference PSA. The West Coast Conference and Zookeeper created something current, confident and unexpected - a forward-thinking, new-age form of content that would stand out on national broadcasts while remaining authentic to the personality of the Conference and its institutions.

The resulting pinball-inspired environment features campus landmarks, mascots, school colors and other details representing all full-time West Coast Conference institutions. The pinball becomes a basketball, moving through the world and activating each campus environment and connecting the Conference's members under the shared We Rise in the West identity.

This was such a fun project to dive into because our team was able to build a world from scratch, explains Zookeeper Executive Creative Director Dave Waite. The WCC has 10 schools with incredible campuses, mascots, colors and personalities, and we imagined how all of those pieces could live together inside one experience.

Each element was developed to make the individual institutions immediately recognizable while ensuring they felt connected within one WCC world. Layered campus details, mascot moments and visual surprises invite viewers to watch the PSA multiple times and discover something new with each viewing.

The basketball hits something, BOOM, something else comes alive and suddenly you're traveling into another part of the conference, Waite adds. We wanted people to want to watch it multiple, multiple times and keep finding new things.

The PSA will air throughout the academic year within West Coast Conference broadcasts and during nationally-televised games, in addition to appearing across the Conference's digital platforms.

LINK:	https://www.sportsvideo.org/2026/08/20/creative-studio-zookeeper-embra...
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