With the “Forged by Nature,” campaign, National Geographic CreativeWorks and Maine Office of Tourism set out to rewrite the narrative for the state, moving it from a scenic summer postcard to an inspiring, year-round destination defined by character and resilience. The core goal was to capture and share the authentic, story-first identity of Maine, focusing specifically on the rugged, coastal communities of the DownEast and Deer Isle regions. To achieve this, National Geographic photographer Pete Muller was tasked with returning to the state that first shaped his connection to nature and storytelling, capturing the raw beauty and the lives of Mainers whose identities are “forged” by the natural environment. By spotlighting real people—from oyster farmers to windjammer captains—we aimed to showcase the rich culture, traditions, and communities of Maine. Ultimately, our goal was to highlight the state beyond bright red lobsters and quaint seaside villages to showcase a place that is an amalgamation of people who thrive on their connection to the sea, to the land, and to one another.
Our strategy centered on a deeply authentic, character- driven approach, replacing standard destination marketing with premium National Geographic storytelling. We leveraged the credibility of Nat Geo photographer Pete Muller, framing the hero film as his personal return to the state that shaped his connection to nature and photography. This established an immediate, emotional hook. The narrative explores how different regions and rhythms of life, from oyster farming to the local cuisine, ”forge” the spirit and people of Maine. The decision to focus on diverse local profiles across DownEast and Deer Isle was key to showcasing the state’s complexity, shifting the spotlight from landmarks to legacy. The film beautifully contrasts iconic views like West Quoddy Lighthouse, shot at sunrise, with intimate moments with locals like Spencer, an outdoor guide. Execution prioritized cinematic quality and authenticity.
Working with Brother Films, we deployed a small crew to shoot over three days to capture unscripted conversations and genuine locations across two key regions: DownEast (Lubec & Eastport) and Deer Isle. The docu-style approach relied heavily on natural sound and Pete’s voiceover to carry the story, minimizing score for a textured, immersive experience. The result was a layered six-minute Hero Film and a robust content ecosystem designed for maximum reach and impact.
We created multiple touchpoints across Nat Geo Social and Digital accounts, including leveraging vertical videos and reels, vertical stories, photo posts, articles, and more. On Disney Streaming, we amplified the content with an interactive Max Selector ad unit and targeted media, ensuring that our Maine stories appeared throughout the Disney ecosystem.
