Reintroducing a world-renowned genius to the 21st century —and making history more relevant than ever.

Genius was a significant shift for National Geographic as it was its first attempt at scripted drama, so when they approached us to help spread awareness for the premiere, we knew we would have to alter how people see the programming of National Geographic. But, when we found out the show was about Albert Einstein the man—as opposed to Einstein the famed scientist—the challenge became even more exciting.

In order to drive awareness of what the show was actually about, and to promote tune-in, our activations would have to showcase an unexpected side of Einstein, as well as National Geographic.