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American Museum of Natural History

Some projects require you to invent a world; others require you to reveal the one already there.

Client
American Museum of Natural History
Year
2017

Brief

The campaign consisted of three distinct commercials—Curious, Scent, and Species—designed to highlight the museum's ability to spark wonder. The goal was to capture the essence of discovery while maintaining a cohesive visual identity across three very different narratives.

Idea

The central creative challenge was balancing the vastness of the museum's subject matter with intimate human emotion.

Work

Empathetic reactions were prioritized by getting clear shots of characters' faces to convey their wonder. For technical consistency, shooting similar scenes with the same lens visually connected the distinct settings—from forest to laboratory—making all three commercials feel like a unified whole.

Impact

The resulting campaign successfully bridged the gap between scientific wonder and human emotion.

Client

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