Today, there is no shortage of content—but there is a shortage of stories that stop the scroll, worth watching and sharing.
WTAF Productions creates prestige visual storytelling—docuseries, episodic, podcasts and more—that connects audiences to a brand, a story, or an experience on a human level, across every screen they hold.
We’re storytelling strategists first: we know where your audience lives, and we build visual narratives that meet their interests and build their trust. Then, we’re a production company: real voice, real craft, real production value, whether the content runs 22 minutes, 10 minutes, or 22 seconds.
We practice what we preach: our flagship series, “The WTAF Show: Women. Travel. Art. Food.,” reaches a target audience of women in midlife, the travel and wellness superconsumer, with a full slate of episodic and vertical, social-native formats. The series delivers compelling stories of fellow women chefs, artists and culture makers around the world that she sees herself in, with organic brand integrations that look and feel authentic—because they are.
Tap us to help build and grow your own storytelling, or join us on our own productions like “The WTAF Show.” Either way, we'll tell your story like it deserves to be told.
our leadership
Kelly groehler (gray-ler)
Nearly three decades on the corporate side of the table convinced Kelly that women hold the biggest wallets, yet brands rarely tell stories that win them over. She'll help you turn your narrative into a story that earns her trust before the camera turns on.
CEO, Executive Producer, Creative Director
erika schumacher
With two decades running agency productions for Apple, Target, Walmart and more, Erika knows that great ideas rarely die on creative—they die in logistics and execution. From pre-production and permits to final delivery, she makes sure yours lives and thrives.
Director, Productions and Operations
katia dragotis
From the Super Bowl to the ESPY Awards to more than 55 launched shows and podcasts, Katia has seen time and again that audiences tune in for the love of the game—any game in life—and stay for the real answers. She gets the real story out of anyone in front of the mic.
Producer, Creator, Talent Expert
ALEX LOWRY
An Emmy award-winning showrunner and Bourdain alum, Alex leads with “show, don’t tell”—prioritizing what’s in the frame over the narrator. She brings the visual story alive with real people and real experiences, and she’ll cut any voiceover that gets in the way.
Producer, Director
The world's most interesting FOOD, art, and cultural experiences have something in common: a woman behind them.
we find her—and bring her story to you.
No joke: the travel superconsumer is a 47 year-old woman, and she spends more than $214 billion on it each year in the U.S. alone.
But she rarely sees herself in travel storytelling.
The math doesn’t math.
The WTAF Show is here to change that, with travel storytelling through the lens that's been missing: Women chefs, women artists, women entrepreneurs—worldwide.
It’s time to Travel Like a Woman.™
What (REALLY FANTASTIC, QUALIFIED, KICK-ASS) WOMEN Are Saying
“Anyone with an iPhone and a credit card can be a ‘travel influencer,’ and I've seen what that leads to: sheep following the herd for a selfie, and the self-reinforcing popularity of whatever spot has best goosed the algorithm. I don't want to take travel advice from smug Hollywood royalty or a teenager who misuses the word ‘aesthetic.’ I want to take travel advice from a woman like Kelly Groehler, who cuts through the noise to get to the good stuff: food, art, conversations and more.”
Laurie Woolever, former lieutenant to Anthony Bourdain; four-time New York Times-bestselling co-author and author: Appetites: A Cookbook, World Travel: An Irreverent Guide, Bourdain: The Definitive Biography, and Care and Feeding
“Given that the average global traveler is a 47-year old woman, it's hard to believe that The WTAF Show is the ONLY show that features women chefs, business owners, and artists. Kelly is a thoughtful traveler, a smart business woman, and a lovely human who understands what women want to do, eat, and see when they are seeing the world. From airline reservations to hotels, dinners, and products, women make 80% of travel-related purchases. For brands seeking out Millennial and GenX women—especially women with an interest in travel, dining, and art—partnering with ‘The WTAF Show’ is a no-brainer.”
Alison Liu, brand and content strategist; former VP of marketing, communications and content, James Beard Foundation
