National Geographic and Mazda are launching a competition series to search for the next National Geographic photographer.
The contest will “challenge the ingenuity and creativity of National Geographic’s fans and community of visual storytellers to capture stories of inspiration and human potential,” according to the automaker.
The activation is part of Mazda’s “Power of Potential” platform, which honors individuals who are making a difference, realizing their potential and ultimately inspiring others.
Over the course of four weeks, the two brands are inviting aspiring photographers to submit their work in consideration for a contest rooted in storytelling.
The series begins with a contest shared through the National Geographic Your Shot Instagram account. The contest invites emerging photographers to tell their most unique, uplifting visual stories that make them “Feel Alive,” which is Mazda’s brand tagline.
From these submissions, National Geographic and Mazda will select three storytellers to compete in a series of challenges, where they will be sent on expeditions to capture stories leveraging Mazda’s brand values of challenger spirit, ingenuity, and passion for uplifting others.
The photographers will be mentored by National Geographic photographer David Guttenfelder, and Mazda brand experts.
“Mazda has a unique approach to developing vehicles akin to a photographer’s devotion to capture a moment that tells a profoundly inspirational story,” said Dino Bernacchi, chief marketing officer for Mazda North American Operations, in a release. “Our designers and engineers are more like artisans, who seek mastery of their skills. They diligently transfer their passion, energy and knowledge into each project to create a vehicle that evokes a feeling.”
The competition will have cross-platform promotion via National Geographic’s social and digital properties, including digital video and social components, spotlighting the photographers competing in the contest.