Our brief was to raise the curiosity of a brilliant mind most think they know, but few do. The idea that ‘everyone knows Einstein but few know Albert’ because a bigger creative opportunity the more we explored the multiple sides of his persona. From humor to his musical ability, Albert Einstein was a scientist with a very playful and active imagination, and we wanted to share that side of his story. The true power of genius is its effect on others; its ability to inspire imagination, augment creativity and challenge the point of view of everyone it comes in contact with.

• Implementation:

One film released per day, as part of the 10 Days Of Genius Film Festival.

• Placement:

Each film was released across National Geographic’s digital and social platforms – the GENIUS homepage, VOD, YouTube, and Facebook - at the same time each day.

• Timeline: May 30 - 8 June

The Instrument: 110,000 YouTube views

GENIUS averaged 3.5mm viewers each episode.