Embarking on Xpedition

In 2012, Nike launched its BeTrue campaign, a groundbreaking initiative advocating for LGBTQ+ equity in sports. This pivotal moment marked the beginning of a transformative journey for our founder Hunter Johnson. Inspired by a brand that stood alongside his childhood heroes in supporting the LGBTQ+ community, Hunter discovered the courage to embrace his true self, proudly acknowledging his identity as both gay and an athlete.

This experience underscored the profound influence that brands wield in shaping the perspectives of consumers about the world and themselves.

Fast forward four years, after forging a successful career in TV development and production, Hunter seized an opportunity to merge his expertise and talent with his passion for celebrating the beauty of individuality and his commitment to championing inclusivity and equality.

Recognizing that brand content could be a catalyst for change, Hunter founded Xpedition with a mission to tell compelling stories and craft experiences that honor the human experience. The initial focus was on elevating digital content for clients like Google and YouTube, with a dedication to amplifying underrepresented voices. Simultaneously, Hunter pledged to build an organization reflecting these values, prioritizing the hiring of individuals who resonate with and represent the subject matter.

Since then, the agency has embraced adventure, welcoming the unknown. There is no blueprint for Xpedition – and that's exactly how we like it. Purposefully staying independent in structure and thinking, the agency ventured into experiential design and production, content marketing strategy, and stayed true to its roots in entertainment by producing TV shows, documentaries, and Broadway shows.

While blazing new trails has garnered recognitions such as the 2023 Adweek Fastest Growing Agency and the 2023 Inc. 5000 Fastest Growing Company, Xpedition’s future will build on the foundation of being true to oneself. As we take their next steps, we may say no to some opportunities and yes to ones that are surprising even to us. Yet, we will always be ready to explore stories that are authentic to our values and create world-changing work.