Creating a conspiracy for National Geographic

About This Project

National Geographic channel had a jam packed week planned of conspiracy theories and secrets.

In today’s world you can just log in to Facebook or Twitter to see what the crazies are thinking. Everything is a conspiracy! So why not make one more? That was the strategy of this campaign. I played on the idea that National Geographic were going to ‘blow the lid’ on some big secrets – secrets the government would not want made public!

I created a series of adverts to promote these nightly events. Then invented a Government cover-up to deny it all. A strategically placed ‘sticker’ denying the information was slapped over every ad placement. The campaign ran across print media, outdoor and digital.

This simple campaign of denial won a few Awards and I’m proud of its simplicity.

My Role

Creative Direction, Art Direction, Design, Retouching