What do you say about a once-in-a-generation talent who has already spent years in the national spotlight? This was the challenge faced when the Mariners chose to retire No. 24 a few weeks after being inducted into the National Baseball Hall of Fame.

We spent countless hours digging through the video archives for unearthed treasures. We spent twice as much time interviewing key figures who had a front row seat during Junior's prime years. The end result was 24 short stories covering everything from his 1997 MVP season to his love of pranks to his rap career. It was one song, but it was amazing.

The videos reached over 10 million people and received over one million views on Facebook alone in the lead-up to an unforgettable (and sold out) Griffey Weekend at Safeco Field. Just as important, it provided us with special stories fans can share with loved ones for years to come.

Editor: Dominic Campese

Producer: Nathan Rauschenberg

The more we can humanize the guys in uniform, the easier they are to cheer for. After all, they put their pants on just like everyone else--jock strap first. Seriously though, while extremely talented baseball players, they really aren't all that different than you and me. Utilizing the access we have as a team, we can bring fans closer to the people they see under the bright lights and show them what they're really like. 

In this video, we mic'd up Mariners first base coach Casey Candaele during an actual regular season game. The final product gives fans a unique view at the job of a first base coach, the conversations guys have at first base ("what do they talk about?") and, just as importantly, how hilarious Casey really is.

It's no secret that technology is constantly evolving across all industries, and social media is no exception. I love to explore new features or tools to find ways we might be able to tell a story a little bit differently. I believe you can learn a lot through experimentation, and sometimes you might even hit a home run on accident.

Here, we used Instagram's new (at least at the time) gallery feature to show a big play from eight different angles, including some feeds which aren't even available to the TV broadcast. Fans could swipe through to find their favorite vantage point, and look closer to spot interesting reactions or other details everyone else may have missed.

While Instagram's data on the gallery feature is still limited, a quick scan through the comments shows fans loving the concept and begging for more.

If the baseball season seems long, the offseason can feel even longer. By the time spring comes around, those incredible memories of the previous summer might not be quite as vivid. In the lead up to the 2017 season, we matched shots of an empty Safeco Field with broadcast calls of amazing moments from the 2016 season, then let the minds of the fans do the rest.

Who's ready to play ball?

An example of combining technology with access to bring fans closer to the game. We attached a GoPro to catcher Mike Zunino's mask as he caught left-hander Ariel Miranda. GeekWire did a story on the video after it was posted.

Late December is often the slowest time period for MLB teams every year. Front Offices close their doors and staff head home to spend the holidays with family, recharge and prepare to hit the ground running when the calendar turns. So it may be surprising to learn that one of the most successful posts in Mariners social history took place on Sunday, December 21, 2014.

The reigning Super Bowl Champion Seattle Seahawks were dominating in a regular season match-up. They looked poised for another deep playoff run, potentially culminating in a return to the Super Bowl, slated for Glendale, Arizona in early February, roughly around the same time the Mariners would be reporting to Peoria for Spring Training. A simple tweet from the Mariners to the Seahawks after their blowout win took Seattle sports fans' excitement to another level.

@Seahawks We'll be heading back to Arizona in February. You wanna carpool or something?

Local and national publications alike picked up the tweet and ran stories of their own, not to mention several Seattle news stations running the tweet on air. All in a Sunday night's work.

It's no secret that a winning sports team can provide some wind in the sails of their respective social media managers, allowing them to create fun, engaging content with great results and little fear of backlash. Just take a look at the Sports Illustrated's "Top Teams on Twitter" in 2015:

2015 Carolina Panthers: 15-1, NFC Champs

2015 Atlanta Hawks: 60–22, Southeast Division Champs

2015 Mariners: 76-86, 4th in AL West

2015 LA Kings: 48–28–6, 2nd in Pacific Division

2015 Clemson Football: 14-1, lost in CFP National Championship

OK, so it wasn't the greatest year for the Mariners on the field. But with an interactive and energetic approach to our social media presence, we still managed to earn recognition typically reserved for the elite teams in each sport. (For the record, I would trade this honor for a World Series trophy in a heartbeat.)

During my time at Copacino+Fujikado, I helped lead an ambitious project focused on enticing out-of-towners to make a weekend getaway to Seattle.

Art Director: Shawn Herron

Copywriter: Mike Hayward

Account Management: Cole Parsons/Nathan Rauschenberg

We brought the Seattle Aquarium into the homes of families everywhere with an interactive e-book telling the story of one super otter who isn't so sure he stacks up well with all of his friends at the Aquarium.

The e-book currently has more than 200,000 downloads on iTunes. 

Creative: Mike Hayward & Shawn Herron

Account Management: Steve Cunetta & Nathan Rauschenberg

I was fortunate to inherit this great campaign when I joined Copacino+Fujikado. In short, Leonard was your everyday goldfish just looking to join all of the other entertaining creatures inside the Seattle Aquarium. This four-year storyline reached a dramatic climax in 2010 when the Aquarium offered Leonard the opportunity to earn his way inside via online poll. Leonard leveraged paid placements (who knew fish had such deep pockets?) on radio, out-of-home and online. He also leveraged relatively new sites known as "Facebook" and "Twitter" to spread the word.

In the end, Leonard received over 100,000 online votes, his own tank front and center at the Aquarium, and plenty of coverage along the way.

In addition to my account manager responsibilities, the rise of social media during this time period provided me with an opportunity to be the voice of Leonard on his Facebook and Twitter accounts, my first foray into social media as a professional.