VISITSEATTLE.tv – A Decade of Strategic, Story-Driven Content

About This Project

Over the past ten years, I’ve led the creative vision and content strategy behind VISITSEATTLE.tv—Seattle’s award-winning video hub built to go way beyond the usual “tourist fluff.” As Visit Seattle’s creative lead, I helped build this platform from the ground up, shaping everything from story concept to final frame.

Working closely with agencies like PB& and Copacino Fujikado, and with production partners including The Atlantic, Vox Media, VICE, CBS, National Geographic, AMC Networks, Revolt, SundanceTV, and others, I collaborated on every phase of development—identifying the right stories to tell, the right people and places to feature, and guiding the narrative, tone, and visual treatment to make it sing.

The result? A fully original content ecosystem—more than 25 original series and 170+ videos, including Seattle First Takes, Sounds by the Sound, Been There, Made That, Project Five by Five, Unsettled Territory, Music Genesis, Dear Seattle, and many more. Each series highlights a facet of the city—music, food, art, lived experience—while embedding maps and trip-planning tools to turn inspiration into action. And crucially, the content puts a spotlight on neighborhoods and communities often overlooked by mainstream tourism.

This wasn’t just content for content’s sake. We used original video, thoughtful audience segmentation, and smart navigation tools to build a platform that delivered real immersion and authenticity. Every detail—from how the stories were structured to how viewers could map and plan what they saw—was designed to help people not just watch Seattle, but feel it.

And the performance? It’s real. Tens of millions of views, a 67% average view-through rate, and hundreds of years of cumulative watch time. The series consistently drove spikes in searches for “Seattle vacation,” lifted traffic to the Visit Seattle site, and helped shift seasonality and spending patterns in key U.S. markets.

The work also earned serious recognition, with honors from the HSMAI Adrian Awards, The One Show, Cannes Lions, Shorty Awards, Ad Age’s Best Branded Content, and more. And my role wasn’t just steering from above—I was in the trenches: crafting story arcs, reviewing cuts, collaborating with producers, shaping tone, and making sure every piece of content felt intentional, honest, and alive.

Seattle deserved more than a skyline reel. So we built a platform that showed its heart. That’s VISITSEATTLE.tv.