An augmented reality concept for Patagonia that brings their environmental mission to life through interactive storytelling — turning the phone camera into a window onto the places Patagonia fights to protect.
Patagonia has always been more than a clothing brand — it’s an environmental activism organisation that happens to sell gear. This AR concept leans into that truth.
The app uses augmented reality to bring Patagonia’s environmental mission to life through interactive storytelling — letting users point their phone at a tagged product, a poster, or a landscape and unlock a story about the place, species, or issue behind it.
Research dug into three layers: Patagonia’s brand values, their history of environmental activism, and the technical landscape of AR as a storytelling medium.
The key insight was that AR works best when it creates emotional connection — not novelty. The technology should disappear and let the story land.
The AR experience is designed around how users actually interact with environmental stories through their phone camera — short, focused moments of discovery rather than long immersive sessions.
Visual language stays restrained: full-bleed video, minimal UI, and a quiet typographic system that lets the landscape do the talking.
A Figma prototype maps the full AR app flow — from camera scan to story reveal to call-to-action — showing how the experience unfolds across key moments.
The prototype balances the spatial logic of AR with the linear logic of storytelling, so users always know where they are in the narrative.