National Geographic’s Photographer
Social + UGC Campaign
ROLE: Associate Creative Director
CLIENT: National Geographic (Disney)
AGENCY: BOND
National Geographic approached us to promote Photographer, a new series offering a behind-the-lens look at six renowned photographers across fields from nature conservancy to high fashion. Known for their legacy in print and digital, Nat Geo was now aiming to expand their social presence with premium, narrative-driven content and audience-first activations. I led a team of designers and video editors to create elevated design and motion pieces that highlighted each photographer’s creative process and personal influences.
Picture-Perfect Launch
To kick off the premiere, we introduced fans to the six photographers through an immersive carousel, each panel offering a glimpse into their unique stories. I designed, animated, and directed the video segments in each panel. The content resonated, not just with fans, who began forming early connections, but also with the photographers themselves, who enthusiastically reshared the work on their own social channels.
We produced a series of Reels and Instagram Stories blending stunning visuals with inspiring quotes, behind-the-scenes tips from the photographers, and breathtaking travel locations.
Video Content
#NatGeoYourShot Challenge
We pitched and launched Nat Geo’s first-ever UGC photo challenge, inviting fans to submit their best shots for a chance to be featured on social and recognized by some of the most iconic photographers of our time. The response was overwhelming, with thousands of submissions and the top five posts alone earning over 200,000 engagements.
Overall, our campaign broke internal records, driving 167M+ impressions and outperforming much of Nat Geo’s existing social content.
Creative
Brad Burris Creative Director
Ariel Roth Associate Creative Director (lead)
James Kohlmeier Senior Art Director
Courtney Buege Senior Designer
Nolan Ford, Sarika Punde Video Editors
Accounts
Jessica Lee Account Director
Brian Deininger Account Manager
Nia Raasikh Project Coordinator
Strategy + Copy
Alyssa Hill Strategy Lead
Mariana Uribe Copywriter