National Geographic photographer Kiliii Yuyan invites us on a captivating journey through San Diego, where he connects with the creative minds who shape the city’s vibrant identity.
In partnership with National Geographic CreativeWorks and the San Diego Tourism Authority, we developed a 360° branded content campaign to offer audiences an immersive look at the city’s rich history, thriving culinary scene, outdoor adventures, and abundant green spaces that contribute to San Diego’s culture of happiness.
Our crew followed Kiliii as he met with iconic locals, including surfing legend Rob Machado, James Beard–nominated chef Tara Monsod, and Nat Geo explorer Albert Lin, capturing their personal perspectives on the place they proudly call home.
The centerpiece brand film premiered on YouTube and debuted at a special event in New York, where travel influencers and VIPs were invited to experience San Diego through the eyes of its locals. Guests had the chance to meet Kiliii and the film’s featured voices, and hear their stories firsthand during an engaging panel discussion.
Custom Promos and Stories premiered across National Geographic’s Instagram, Facebook, and YouTube channels to drive engagement with branded articles on Nat Geo’s website, “Portraits of San Diego: a culture of happiness,” where audiences could read the full stories and watch the film.
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