The Ask

Hyundai’s goal was to inspire exploration at a time when education and travel were disrupted by the pandemic. The brand wanted to combine its passion for technology and sustainability with National Geographic’s storytelling to create engaging AR science, geography, and history lessons, while also showcasing Hyundai’s electrified vehicles—the Santa Fe HEV, Tucson PHEV, and Ioniq 5—as adventure-ready companions.

The Approach

To deliver on this brief, we developed Outside Academy as a hybrid experience that could reach millions of students and travelers alike. By blending National Geographic’s editorial expertise with AR innovation, the series gave audiences immersive ways to explore parks at home or in person. Hyundai’s green vehicles were seamlessly integrated into the storytelling, reinforcing the brand’s leadership in sustainable mobility while aligning with the themes of exploration and conservation.

What I Did

As the Digital and Social Lead on the project, I focused on translating the campaign into an innovative, accessible experience. I partnered with our vendor to develop a custom digital hub that served as the centerpiece of the program, embedding 360° photo and video assets and layering interactive educational modules that highlighted the science, history, and geography of each park. I also collaborated on a first-of-its-kind AR/VR execution, designed to reach audiences both in-park and at home, and ensured the experiences were optimized for engagement across Nat Geo’s digital and social platforms. In addition, I supported the 360° production team by integrating their assets into the broader storytelling framework.