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. 

I led social strategy for the project at Instrument, managing a writer/community manager. 


”In the first release of This Place, we explore the Oregon Coast through a short film and series of interactive vignettes. We take to the road to get to the heart of the questions, “What makes the Oregon coast unique?” And “Why do so many people consider it not just special, but sacred?” From its local inhabitants to its visitors, the Oregon Coast means different things to different people. This Place is a portrait of the coast as seen through the eyes of a few who cherish it.”


Influencer Teaser Campaign — We asked our favorite 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 look and feel—and emotion—behind #ThisPlace on Instrument social channels and the site's landing page prior to launch.


Social Campaign — There are five interactive chapters that accompany the film. We released one chapter per week on the website and leveraged social media to drive viewers there to explore. Viewers can follow along on Instrument's social channels to get additional footage and stories. 


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. 


The project was selected as Staff Pick on VimeoEditor's Choice on The Atlantic, and featured on OPB


Explore This Place


Social Strategy
Influencer Outreach
Copywriting & Editing
Public Relations