National Geographic Channels International commissioned LUMBRE to create four new ID's and a system for editable promos and bumpers that reflected the new direction of the channel for it’s subsequent rebrand.
The client wanted us to find several creative ways, with different complexity for their shows to be seen incredibly grandiose. A conceptual exercise to ensure that each channel program became a mega event. The challenge was triple since we had to cover both, editable package promos, and bumpers as a new ID’s campaign and all kind of resources to transform NatGeo in a spectacular entertainment channel.
To achieve this, we propose a lot of resources as well as composition and narration rules, to reinforce the spectacular in each case. We developed several ways to build bumpers and promos and also, proposed a lot of stories for IDs.
The proposal liked so much that we were commissioned the realization of four of these ID's, plus an internal circulation reel to show how the new elements of the package would work.
The new concept of NatGeo “This is who we are” talks about how we are a community of people eager to experiment and use our own body in this experimentation. Starting from here, they wanted to take out the philosophical and cold side of science and keep the apprehensive character.
The aim was to transform the purely scientific and experimental feeling and that it would contain the human component of the curious, enjoyable experience. This translates to the logo as well, which is not a decorative element but the protagonist, the one who triggers the experiment.
It was a great challenge for us to do this project as a whole, from the preproduction, and the shooting to the final delivery; always keeping in mind to respect all the attributes that represent the channel and made it successful, keeping it’s essence while simultaneously giving it a new air and tone.
This is the result of several months of work and fun.
NatGeo & Fox International VP´s: Florencia Picco, Rafael Sandor
NatGeo Creative Director: Mariano Barreiro
Creative Director: Sergio Saleh
Executive Producer: Pablo Encabo
Assistant Producer: Evelyn Robayo
Art Direction: Adriana Campos, Jose Cambariere
Direction, design and animation: Charlie Studio