Unsettled Territory – Centering Stories Too Often Left Out

About This Project

In partnership with The Atlantic’s creative studio, Atlantic Re:think, Visit Seattle created Unsettled Territory—a short-form video series exploring the cultural and historical events that shaped Seattle. The project was designed to elevate stories that often go unheard—stories of resilience, resistance, and identity from communities that helped build the city but are rarely featured in tourism narratives.

As Creative Director, I was instrumental in selecting which stories we told and worked closely on the editorial side to ensure they were handled with care, clarity, and emotional truth. From concept through post-production, I helped shape the series’ tone, pacing, and visual cohesion—making sure every element stayed grounded in respect for the people and communities represented.

The series includes three episodes: Bainbridge Gardens, which traces the Harui family’s post-internment legacy and quiet resistance through their historic nursery; a look at the 1972 occupation of Beacon Hill that led to the founding of El Centro de la Raza; and the powerful story of the Native American takeover of Fort Lawton, which gave rise to the Daybreak Star Indian Cultural Center. Each story is told by someone with a deep, personal connection to the history—activists, descendants, and cultural leaders sharing lived experiences.

We launched the campaign in coordination with AAPI Heritage Month, Indigenous Peoples’ Day, and other cultural milestones to deepen its relevance and reach. Rather than selling a destination, Unsettled Territory invited viewers to understand the city by listening to the people who shaped it.

The results were real. The series earned over 3.5 million views and 103,000 hours of total watch time, with a 28% increase in ad recall, a 12% lift in brand familiarity, and 86% of surveyed viewers reporting they learned something new about Seattle. There was also a measurable increase in people associating Seattle with rich cultural history—and Visit Seattle saw record visitation that year.

Unsettled Territory was more than a campaign—it was a statement. It showed that branded storytelling can be bold, inclusive, and historically honest. And for me, it remains one of the most meaningful projects I’ve ever helped bring to life.