This Place Journal
This Place is an interactive short film and digital destination that explores the richly cultured Pacific Northwest coastline (specifically the Oregon Coast)—exposing moments that make the region and its inhabitants unique.
This Place is an interactive short film and digital experience created by Instrument. It explores the richly cultured Pacific Northwest coastline, exposing moments that make the region and its inhabitants unique. I had the opportunity to join this production as social strategist to develop a campaign that would draw viewers beyond the film and deeper into the narratives of each character.
We asked influential photographers and Instagram adventurers to share a photograph of their special place with us. Overlaying map coordinates of each place on the photographs, we teased out the emotion behind #ThisPlace on Instrument's social channels and the site's landing prior to launch.
There are five interactive chapters that accompany the film. One chapter was released each week on the website. We leveraged social media to drive viewers there to explore, but social was also where these vignettes would continue to unfold.
Weekend Adventure UGC—
Social users were encouraged to use the #ThisPlace hashtag to share their happy place. Instrument would highlight select ones each week as part of the campaign.