National Geographic Channel wanted to promote two separate specials: a special about 2012, and a special on grizzly bears. The pitched concepts centered around profiling a character who was quirky and to the extreme with each subject.  

The idea was to take a quirky documentary approach that would call into question whether these promos were scripted or actually real. These videos would be launched online before both specials aired to see what kind of traction was gained and adjust the launch strategy if needed.  

Promos for 2012 special

Creative Team: John Roberts, Rory Scovel

Production Company: Third Floor Productions