This campaign was to promote an exhibit of Brian Skerry’s shark photography at the National Geographic Museum. We wanted to steer clear of the “Sharks are scary!” trope because the exhibit tried to highlight that sharks are beautiful and in need of protection. Instead, we used Brian’s photography and a headline that promised to go “beyond the fear and behind the scenes”  of how Brian captured the photos and his passion for sharks.

We created multiple print and digital ads, rack cards, metro signage and a really fun bus wrap that put the upper deck riders into a boat while a shark and diver swam around underneath them.