National Geographic //
Pole to Pole
A journey to the edges of our world
A journey to the
edges of our world
A journey to the edges of our world. Will Smith embarks on an epic 100-day expedition across all seven continents in a daring quest to explore the planet’s most extreme and untouched landscapes. The journey begins at the South Pole (Antarctica) and travels across every continent, ultimately reaching the opposite pole.
Art Direction
Graphic System
Mapping the Planet
Through Design
Mapping the Planet Through Design. The graphic package was built around the show’s core premise: a journey across the planet from pole to pole. Conceiving the poles as the world’s bookends, the visual system follows a continuous journey through Earth’s diverse climates and landscapes.
Drawing from the planet’s geography and the way parallels define climatic zones, we translated Arctic, desert, tropical, and oceanic environments into a unified visual language. The system includes stunning photographic compositions, individual pieces developed for each climate, as well as a hero composition that brings all terrains and color palettes together, reflecting the scale of the journey Will Smith undertakes in this documentary.
The Compass Effect
The compass, present in the show’s logo and branding, functions as a secondary element within the visual system. It plays a key role in the animation of the pieces, reinforcing ideas of precision and geography, and lending the documentary a stronger sense of scientific credibility and authenticity. It also helps convey the idea of travel, pointing toward the next destination.
