National Geographic

Explore Everything

National Geographic is channeling over 130 years of discovery into its new Museum of Exploration, and needs to get Washington, D.C. residents excited to visit.

We closed National Geographic’s iconic window-frame logo in protest of a world without exploration, and framed the museum as an opportunity to reopen your window to the world.

Created with:
AD: Steph Lu

My role:
Concept, copy, X

We blocked and reopened moments of exploration in public with lenticular billboards,

on social,

on owned media,

and in video.

We placed peelable posters around D.C. so anyone who dared to explore was rewarded with museum benefits.