For the last several decades, media coverage of East Africa has been predominantly negative, focusing on poverty, corruption, and violence. Although these are important issues to examine, our intention is to provide an essential perspective that brings attention to the incredible progress and potential in East African countries. We want to present both the uniqueness and universality of the African culture to a very particular audience: the modern adventure industry.

There has been a gradually increasing amount of adventure activity in Africa beyond the traditional safari experience as hikers, rock climbers, mountaineers, whitewater kayakers, paragliders and more have discovered unlimited opportunities for sport and exploration. JUU will highlight this community of both international and local adventurers in a light-hearted but intentional way.

The route of the expedition will show the incredible scope and variety of East African environments — from savannas to jungles to glaciated mountaintops and everything in between. It will educate audiences on the region but also encourage a new kind of tourism: gritty adventure instead of curated safaris, travel that interacts with the local culture instead of avoiding it, and a spirit of exploration, of getting off the beaten path.

Above all, the film will tell a rollicking tale of adventure that simultaneously recalls and recasts the idea of westerners in Africa and proposes an alternate narrative for the future.