For this holiday campaign, we teamed up with Tacoma Self Storage, Cascade Credit Union, and the Tacoma_WA Instagram page to bring a beloved local tradition to life. Every year, the “S” in the Tacoma Self Storage sign mysteriously goes out, transforming it into sELF STORAGE; and every year, locals wonder why. We leaned into the lore with a Netflix-style mockumentary trailer that framed the phenomenon as an unsolved holiday mystery. Featuring Tacoma historian Michael Sullivan, the video blended humor, local pride, and just enough conspiracy to make you look twice. With custom props, dramatic narration, and a tongue-in-cheek tone, the result was a festive piece of content that celebrated Tacoma’s quirks while creating shareable holiday magic.