National Geographic
Emmy FYC Campaign


A frame-worthy Emmy campaign

National Geographic is renowned for its focus on exploration, science, geography, history, and culture—and its wide range of shows, documentaries, and specials that bring those topics to life. We were challenged with bringing the breadth of Nat Geo programming together under a unified Emmy For Your Consideration campaign, aligning a diverse set of key art in an elegant way that put their brand front and center. Our creative solution resulted in an eye-catching series of digital, print, and OOH ads that spotlighted individual titles, were adaptable to a wide array of tactics, and reinforced the brand itself.

Create a cohesive and compelling NatGeo Emmy campaign that would be able to incorporate diverse styles of key art for the network’s shows, documentaries, and specials.

For the campaign to integrate the wildly broad spectrum of images representing the different programs, we needed a strong, unifying branded look.

We leveraged the distinctive National Geographic yellow icon to serve as a framing device, using it in a new way as our bold, overarching throughline. A striking group of ads featuring FYC visual elements and messaging was designed, focusing on the important, moving titles NatGeo wanted to spotlight while reinforcing the brand itself.

An extensive group of digital executions were created, including website roadblocks and skins on industry websites such as Deadline and Variety. Email blasts were customized for individual trade unions, making each relevant to the recipient while allowing them to easily watch the highlighted titles and promoting relevant talent to be considered for nomination in specific categories. Digital invitations, inviting voters and entertainment professionals, were designed for screening events at DGA Theater in Los Angeles.

We developed numerous print ads integrating critic acclaim for publications such as Variety, Vanity Fair, and SAG-AFTRA, including a 5-page Emmy Magazine insert complete with a gatefold cover.

Nat Geo - A Small Light - Double Fold

The campaign was extended to out-of-home tactics across key locations in the LA market, including Soho House and local malls.

Nat Geo Emmy Out of Home