Anchoring an audience’s expectations

 

National Geographic teamed up with Oscar-winning director and acclaimed Titanic explorer James Cameron to mark the centenary of the vessel’s sinking with a series of ground-breaking and conclusive documentaries. every1’s job was to capture the fundamental essence of the programmes in a single image which would hook its target audience. every1’s resulting key art used an epic style, depicting a dark, mysterious ocean and a Titanic captured in its final descent under the waves. The image of the historic cruise ship, styled from an original painting produced for Cameron’s film – was anchored into the present by the use of a bold, primary font, creating a visual tension between the myths Cameron was eager to dispel and the solid truth of what he was about to reveal. We used the key art to create imagery for the documentary’s offline press campaign, consecutive press advertising, full press kit design and outdoor advertising and POS.