National Geographic

Making everyday things extraordinary

National Geographic has always stood for exploration. Big ideas. Remote places. The kind of content that expands your view of the world.

But there was an opportunity to bring that same spirit of discovery closer to home. To the everyday things we rarely stop to question.

And to do it in a way that felt more accessible to a broader audience.

Jeff Goldblum was the unlock.

The insight was about tone. Jeff’s curiosity is infectious. He asks the questions you didn’t know you had and makes learning feel like a conversation, not a lecture.

If we could channel that energy, we could shift perception.
From something you watch to learn…
To something you watch because you’re genuinely curious.

As Head of Marketing, I led the strategy to build the campaign around Jeff’s personality as the entry point. We leaned into his humor and perspective across trailers, social, and press.
Content invited audiences to explore alongside him. Partnerships extended the reach beyond traditional documentary viewers. The goal was simple. Make curiosity feel human.

The response was immediate. Over 20 million views in the first month. A Daytime Emmy for Outstanding Informative Series.Critics’ Choice Documentary Award nominations.

More importantly, it brought a new audience into National Geographic.Not by changing what the brand stands for. By changing how it shows up.