MOMENTS
A new production format from Place Studio
Moments offers a radically new way to tell the story of a place by deliberately orchestrating the most fascinating vignettes from across a country, its culture and people.
A new production format from Place Studio
Moments offers a radically new way to tell the story of a place by deliberately orchestrating the most fascinating vignettes from across a country, its culture and people.
Moments are a new storytelling format that mixes the best parts of documentary, commercial, indie filmmaking and social storytelling.
This new format mimics how our natural memory works: a snippet of overheard conversation, a sun setting over the perfect dinner, grandmother's hands kneading dough.
Moments are single-shot videos—from 12 seconds to 3 minutes—that perfectly encapsulate the essence of a place and its people.
Moments don’t just happen. They are meticulously orchestrated by our creative team.
Most destination marketing content is not built for social media. It is sub-clipped, re-edited and uploaded across social channels in the hopes that it might drive engagement.
Why are we treating social platforms as an afterthought when studies show that less than 1% of users leave the platform to watch longer cuts of content?
Moments offers a solution.
Rather than treat these channels as an afterthought, we’ve rethought the format completely.
Moments are built to break through the noise of social media. They do this by employing a few key characteristics:
Believability:
Viewers crave authenticity and will stop scrolling when they feel like they’re eavesdropping on a real moment.
Controversy:
Every country has its arguments, its jokes, its sayings. To potential visitros, these tantalizing snippets can reveal so much about how a country views food, family, work, relationships. These hot takes — always lighthearted — spark sharing and engagement.
Beauty:
Every country has an aesthetic, a vibe; the ability to offer an aspirational world that immediately entices travelers. By working with industry-leading experts in casting, location, and styling, Moments perfectly captures the unique beauty that a country has to offer, enticing especially those Instagram-obsessed travelers.
Moments offers a radically new way to tell the story of a place by deliberately orchestrating the most fascinating, engaging moments from across a country, its culture and people.
A defining element of our production approach is conversation.
We’ll orchestrate exchanges that stop-the-scroll and spark participation. But these won’t unfold in podcast studios or interview setups. Instead, we’ll place subjects in stunning, perfectly styled settings and guide the conversation to elicit viral soundbites.
Every culture has its passions, its obsessions, the topics and arguments that families and friends love to engage in.
These snippets highlight the country’s cultural vibrancy, and give potential visitors a rich preview of what a country has to offer.
These conversations will drive viral engagement online while offering audiences an authentic glimpse of a country — and people — worth traveling for.
We’ll cast emerging celebrities, artists, and culture makers that have deep local respect and broad international reach to participate in these formats.
Because our format is not host or influencer driven, Moments are highly distributable and shareable, even for influential creators. We call this distribution through participation.
This high level of shareability happens because:
> These celebrities and cultural influencers are eager to be seen as connected to their roots, their home country and culture.
> The unique creator-agnostic format makes the reshare feel organic, as if they had captured the Moment themselves.
> The collaborative nature of Moments gives them the feeling of ownership over their content.
Large international following
Destination marketing mission aligned
Cultural tastemakers
Most destination marketing campaigns are still thinking about — and paying for — a beginning, middle, and end. Such linear projects are incredibly expensive and ultimately don't perform on social.
Our production is different.
We meticulously plan Moments across a country or region, allowing our clients to see exactly what is being shot, where, and what pieces of content will result from it, all within a cost-conscious format.
These Moments don’t just happen, they must be orchestrated from a deep understanding of the possibilities and goals each destination has to offer.
Our deep roster of award-winning storytellers—from journalists to stylists to cinematographers—work closely with our clients to unearth the most compelling opportunities for each destination, always focusing on capturing that perfect shareable moment.