National Geographic Channel Live Curious

National Geographic Channel is running a global campaign, “Live Curious“, inspiring people to care about the world they live in. Live curious” is about exploration, pioneering and questioning, which captures National Geographic’s shared spirit. No matter what country you live in or language you speak, this message to “Live Curious” hits close to home. Everything deserves a why.

Surfer in National Geographic Channel commercial

The Anthem If spot was filmed in 40 locations around Cape Town, South Africa and Inhambane, Mozambique, over two months (40 days of pre-production and two weeks filming). The spots are designed as mini documentaries recreating a small world within two cities. More than 30 people appear in the ad, with 25 different voice overs reflecting voices from all around the world.

If Anthem

If you are you breathe. If you breathe you talk. If you talk if you ask. If you ask you think. If you think you search. If you search you experience. If you experience you learn. If you learn you grow. If you grow you wish. If you wish you find. And if you find you doubt. If you doubt you question. If you question you understand and if you understand you know. If you know you want to know more. If you want to know more you are alive.

Click on the image below to play the video.

Replace Fear

Replace fear of the unknown with curiosity.

Click on the image below to play the video.


Is it possible to know the truth without challenging it first?

Click on the image below to play the video.


The Live Curious campaign was developed by creative director Patrizio Marini, art director Claudia Ganapini, copywriter Federico Russo.

Filming was shot by director Bryan Little via Fly on the Wall, Cape Town, and Mercurio Cinematografica, Milan, with executive producer Luca Fanfani, producers Annalisa De Maria and Alessandro Cavriani, South Africa producer and still photographer Filipa Domingues, director of photography Grant Appleton, production designer Latisha Duarte.

Post production was done at Green Movie, Milan, by editor Massimo Magnetti and sound engineer Roberto Grassi.