Place
A Global Travel Series
Built To Be Shared
Place is a new modular travel series reimagined to live inside—and be distributed through—social channels.
The documentary-hybrid series sets up deliberate scenes designed to reveal the true essence of a country, capturing them through standalone shorts built to spread across networks.
Modularity
The series is modular by design: each six-minute show can be watched in full or consumed as self-contained clips.
We call these self-contained clips Moments.
Moments are single-shot takes—ranging from 18 seconds to three minutes—that are visually striking, provocative, funny or insightful, and can be instantly understood and reacted to.
These Moments are engineered to leverage the grammar of what works best in short-form video and spread rapidly across social channels. (Find more Moments samples here.)
Editorial Approach
To understand a country, you have to understand its people.
Place creates a prism through which to understand what makes a culture tick.
Designed for young, connected, global travelers, the series offers shareable insights into a country’s cultural landscape.
To make these insights as compelling as possible, we’ll set up conversations and scenes in the most breathtaking places a country has to offer and explore how a place views themes such as family, food, art, romance, loss, wealth and creativity.
Distribution Through Participation
For each segment, we’ll cast emerging creatives and culture makers who have deep local respect and broad international reach. This new approach guarantees built-in reach, with each guest sharing their Moments with their own audiences.
Because our format is creator-agnostic—rather than host- or influencer-driven—Moments are highly distributable and shareable. We call this distribution through participation.
For our pilot episode, we anticipate an initial social reach of 1.2 million across Instagram and TikTok.
Story Methodology
Place draws from documentary, podcasts, indie filmmaking, music videos, editorial photography and social content to create a new visual language for travel.
Our approach is highly orchestrated and deliberate.
We first bring together a board of local experts to help us understand a place intimately and comprehensively. Working backward, we then conceive of the most compelling, provocative or outlandish ways we might orchestrate these cultural insights, tensions or quirks through our Moments format.
Partners
We’re looking for founding partners to help bring Place to life, beginning with the production and launch of our pilot.
The pilot will establish the format, editorial approach and visual language for a larger global series, while demonstrating how Place can reach audiences through its unique social-first model.
Central to that model is our guest-as-network approach. Each episode brings together influential voices with their own communities and audiences. As they share their individual Moments, every participant becomes a point of distribution, giving each episode a built-in network for discovery and organic reach.
Our ambition is to build Place into a global travel franchise for a new generation of audiences.