Out of Range
Project Type: Branded Advertising Campaign
Client: Academic
Year: 2025
The Out of Range campaign aims to inspire a shift away from digital dependence and encourage a deeper connection with the outdoors. By highlighting the mental, physical, and emotional benefits of stepping away from screens, it challenges the culture of constant connectivity and positions real-world adventure as a reset.
The campaign is aimed at younger generations who are highly active on social media but increasingly seeking more meaningful real-world experiences. To guide the direction, three interviews were conducted with 20–21 year olds about their social media habits and sense of adventure. These insights shaped a message and design approach focused on the desire for more intentional, offline connection..
Life Within Reach
This campaign was designed to feel personal and rooted in real experience, reflecting the core of Out of Range. Polaroid-style visuals highlight moments that can’t be scrolled past, paired with direct messaging like “Adventures You Can’t Scroll Through” to challenge screen-time habits.
The system includes a collectible campaign patch as a physical symbol of going offline, a Patagonia window display featuring user-submitted photos, and a national park pop-up that invites visitors into a no-phone zone. Each element encourages participation, making the message something to engage with rather than just view.
Together, these pieces reinforce the campaign’s goal of turning awareness into action, creating tangible ways for people to step away from screens and reconnect with real-world experiences.