What Did I Just Watch was created to reimagine synergy storytelling in a way that felt authentic, entertaining, and valuable to National Geographic audiences. In lieu of traditional promotional content, the objective was to design a format that naturally connected National Geographic programming with broader Disney Entertainment moments through talent reactions and curiosity-driven conversations.
Our primary goal was to develop a scalable, repeatable video series that could spotlight key titles and brand initiatives while maintaining the integrity of National Geographic’s voice: grounded in wonder, learning, and exploration. We aimed to bridge linear programming, streaming priorities, and corporate synergy partners through content that felt organic, not transactional.
Additionally, the series sought to humanize our talent and collaborators by placing them in unscripted, discovery-driven moments. By inviting them to react, reflect, and connect emotionally with Nat Geo storytelling, we created a format that deepened audience engagement and strengthened brand affinity.
Our strategy centered on building a flexible, creator-first format that could adapt to multiple titles, talent partnerships, and campaign objectives. We identified that audiences respond most strongly to authentic reactions and unscripted storytelling, so we designed What Did I Just Watch as a hybrid of reaction content, cultural commentary, and brand education.
We began by developing a standardized framework including curated clip packages, themed prompts, and adaptable production workflows. Each episode was built around a central narrative—such as adaptation, connection, or parenthood—that aligned with both the featured talent and/or show and National Geographic’s storytelling pillars. This ensured that every video felt intentional rather than episodic.
Production was designed to be lightweight and scalable. We optimized filming setups to accommodate marketing production environments, allowing us to capture high-quality content even under tight schedules. Our editorial approach emphasized pacing, clarity, and emotional connection, ensuring each video delivered both entertainment value and brand messaging.
One of our greatest challenges was balancing speed with quality. Synergy opportunities often emerged on compressed timelines, requiring rapid creative development and execution. We addressed this by creating modular templates, establishing pre-approved creative guidelines, and pre-cleared workflows that allowed us to move quickly without compromising standards.
Another challenge was maintaining authenticity across diverse partnerships. We overcame this by prioritizing talent comfort and creative input, allowing conversations to evolve naturally rather than relying on rigid scripts. What made What Did I Just Watch unique was that it felt spontaneous while remaining strategically aligned—setting a new standard for how synergy could function within the organization.
What Did I Just Watch? exceeded its original objectives by delivering consistent engagement, strong partner adoption, and meaningful audience impact. The series became a trusted, repeatable activation tool for internal and external stakeholders, demonstrating that synergy content could perform at the same level—or higher—than traditional social-first programming.
Across platforms, episodes generated above-benchmark impressions (average 3M per episode), engagement rates, and positive sentiment, signaling sustained audience interest. The format proved effective in driving awareness for priority title campaigns, and Disney brand initiatives while reinforcing National Geographic’s position as a leader in purpose-driven entertainment.
From an organizational standpoint, the series streamlined cross-functional collaboration and reduced production timelines. What once required weeks of coordination could now be executed in days, allowing teams to respond quickly to emerging opportunities. As a result, internal partners increasingly sought out the series as a preferred promotional vehicle.
Qualitatively, the project strengthened relationships with talent and partners, who consistently expressed enthusiasm for the format’s authenticity and creative approach. Audiences responded positively to the unscripted, human-centered storytelling, deepening emotional connections to the brand.
We consider What Did I Just Watch a success because it delivered measurable performance, operational efficiency, and long-term strategic value. It transformed synergy from a transactional necessity into a creative and strategic asset—proving that thoughtful systems and inspired storytelling can coexist and drive meaningful business results.
