Sharkfest
Calling All Shark Fin-actics (this may or may not be our last pun.)
Client
Nat GeoCapabilities
Strategy Post-Production Design Community Management 
Description
SharkFest is National Geographic’s annual celebration of all things sharks.
New shows, never-before-seen footage, and more puns than you can count make it an event fans mark on their calendars every year. We were tasked with finding fresh ways to help it stand out and connect with a new generation of Nat Geo fans.
Insight
Sharks are usually cast as villains, but they are also heroic.
Behind the fear is a species that’s vital to our oceans, full of personality, and lowkey kinda funny. To make SharkFest resonate with Gen-Z, we had to reframe it as part science, part spectacle, and all pop culture.
Idea
Separate from the shiver by inserting Nat Geo into real-time trends.
Not all animal content needs cute kittens to go viral. We layered Nat Geo’s stunning shark footage with humor, pop culture references, and real-time memes to let sharks take center stage.
Impact
We turned SharkFest all the way up.
Beyond the 62M+ impressions and 82% spike in engagement, we built something deeper, a whole new generation of advocates. We gave Gen-Z a reason to care, laugh, and show love for Sharks, positioning Nat Geo as the new home for the next wave of planet protectors.