Nat Geo Live Curious, behind the scenes
Nat Geo Channel - Live Curious Domestic - Director's Cut from Connor Swegle on Vimeo.
From an article in Adweek:
A month after National Geographic Channel said it was readying a new global brand campaign, the cable network has taken the wraps off the first examples of its "Live Curious" creative...In conjunction with Nat Geo's launch of its second annual Expedition Week programming promotion, the net unveiled a pair of evocative ads designed to communicate its ideology...The New York-based studio Click 3X created the program-themed extensions for the campaign.
For the spot, Click 3X Creative Director Bob English and Writer/Producer Rob Meyers worked closely with Nat Geo on concepting a way to tie together key talent and the unique brand values of curiosity, engagement, and experience. The result was a simple hand gesture that would provide a window to the experience as well as tie into the iconic National Geographic rectangular mark. As part of the delivery of the spot, Click produced and directed a two-day shoot in a Brooklyn with National Geographic Channel talent from shows Dog Whisperer, Rescue Ink, World's Toughest Fixes, and others. The challenge for the shoot, outside of wrangling the difficult schedules, was to put the talent in authentic situation. What sets Nat Geo talent apart is that they are on the air because they truly do live the lives that they show in their programs. They are hands-on experts in their fields, so when they are on air, the talent needed to be shown in a manner that reflected who they were and what they do. Each shot was set up with specific talent in mind.
Once everything was shot, it was brought back to Click where it was edited with epic National Geographic footage against a script that reflected the "Live Curious" values. These are values that inspire living, experiencing new things, and that build knowledge through curiosity.
Rafael Sandor, SVP International Marketing noted that "Curiosity is what makes us human," said Sandor. "The spots reinforce that philosophy and are designed to transcend political borders."
Live Curious Behind The Scenes Shots
Cesar Millan from Dog Whisperer
Sean Riley from World's Toughest Fixes
Batso and Johnnyo from Rescue Ink
Interior Lighting Test
Super (Line) Producer Rob Mackler and a shot list