National Geographic

The Challenge – National Geographic and Disney+ set out to launch Welcome to Earth, a new series starring Will Smith and directed by Darren Aronofsky, in a crowded streaming landscape saturated with nature documentaries and celebrity-led content. The challenge was to distinguish the show not only as an awe-inspiring exploration of the planet but as a deeply personal, human journey that invites viewers to see the world with fresh eyes.

The Insight – At its core, Welcome to Earth isn’t just about breathtaking visuals or scientific facts—it’s about curiosity, wonder, and the universal desire to understand our place in the world. Will Smith’s perspective as a novice explorer brought relatability to the adventure, making the series a conduit for audiences to rediscover the planet with childlike awe. Our insight was to position the show as both epic and intimate—a journey of self-discovery through the lens of nature.

The Solution – I led the creative strategy and campaign development for the series launch, blending the emotional appeal of Will Smith’s personal narrative with the cinematic beauty of Earth’s most extraordinary places. The series was brought to life with stunning visuals and rich storytelling. To expand reach and cultural relevance, Will created bespoke, fun social content that showed a different, more playful side of his journey—inviting audiences to explore alongside him in his signature voice. Through trailers, social activations, and key art, we emphasized the show’s spirit of discovery and curiosity, positioning Welcome to Earth as a genre-defining experience.

The Impact – The campaign drove high engagement across platforms, helping Welcome to Earth become one of the most talked-about titles on Disney+ during its premiere window. Will’s social content added a layer of accessibility and virality, while the campaign as a whole attracted a broad audience—from nature lovers to Will Smith fans. It generated strong viewership, reignited interest in the natural world, and captured a new generation of National Geographic fans—blending education, entertainment, and exploration in a way only Nat Geo can.