Social media offers a more informal and authentic way for brands to connect with audiences, allowing products to be experienced outside of an editorial lens. With the potential for virality, it also extends the reach and impact of campaign messaging.

My role: Capture and produce short-form content during monthly social photo shoots to be used across paid media and organic channels. In preparation, I reviewed the seasonal collection, conducted TikTok trend research, and developed shot decks to guide content creation. On shoot days, I captured and directed video concepts, ensuring alignment with art direction, brand voice, and performance-driven storytelling for social platforms.