Social Media Content Development
Brand Consulting, Creative & Art Direction, Photography and Strategy for Social Media, Digital Applications
ROLES: Creative Director, Senior Art Director, Designer, Producer, Photographer, Strategist, Stylist
E-commerce and Social Media Content Development, Art Direction, Photography library for luxury womenswear fashion label: Paper Machine
Social Media Content Development, Art Direction, Photography for classic Hawaiian traditionals surf label: Reyn Spooner
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Social Media Content Development, Creative/Art Direction, Production and Photography for women's luxe resort sandals, accessories designer: Cocobelle
Creative Direction, Wardrobe in partnership with fashion brands: Stillwater the label, Knot Sisters, Goorin Bros. milliners, The Sunset Sessions
Social Media Content Development, Creative/Art Direction, Production and Photography for women's clothing and accessories retailers, original label and e-boutique: Gypsy Outfitters
Social Media Content Development, Creative/Art Direction, Production and Photography for Australian-based online exclusive women's swimwear label: Ocho And Oak
Social Media Content Development, Creative/Art Direction and Photography for men's and women's California original handmade jewelry designer: Selva Jewelry
Social Media Content Development, Art Direction and Photography for Ty Stephano fashion collection
Photographed, directed a "day-in-the-life" of for NYC-based fashion designer, Ty Stephano, sewing and hand-distressing fashions for his revamped, upcycled streewear collection, including a fashion shoot featuring statement pieces from collection. The images represent a series of behind-the-scenes outtakes documenting Ty in his studio redesigning a new jacket from beginning to end, styling and hair & make up prep with model and final fashion photo shoot all in front of camera, in addition to live stream on Twitch and Instagram stories to help generate awareness of brand and communicate transparency, authenticity of designer's style, approach. The photography was used for social media promotion across all platforms as well as editorial content for both LA Weekly and British Vogue(final select images.)
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Brand Photography x Art Direction for Akela Surf limited-edition bespoke women's surfwear capsule collection
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Brand Photoshoot & Social Media Promotional Campaign for Odina Surf Swimwear
Summer photo shoot and social media strategy, campaign for California-based, eco-friendly & functional surf bikini company, Odina surf to increase their photographic brand library, as well as help drive greater social media traffic and increase followers during Summer 2014—their most active sales quarter of the year.
Odina designs/produces high quality swimwear which is made in California and committed to developing eco-friendly fashions which are made with the active surfer girl in mind. Because their suits are constructed to better suit real surfers and there is an underlying element of California-made/local, grassroots pride affiliated with the brand—AC-CD proposed to develop a brand library shoot for Odina which incorporated travel along the California Coast to photograph four select women to represent the brand. As Odina's most engaged, active social network had an established, active presence on Instagram, the goal was to create a buzz among the Instagram community to help push Odina's account over the 10K (10,000) follower count. Special hashtags were created to support a campaign around the California #BikiniAdventure Upon reaching 9K followers—a special #OdinaTo10K contest (free bikini giveaway) was launched, to try to increase an additional 1,000+ followers to hit the 10K goal.
The four women spokemodels/brand ambassadors for the shoot included: two collegiate surf team captains from UCSB who are very active in campus activities and the local surf community, as well as one professional longboard surfer and 1 published model, both with very active Instagram accounts. All four women are native California surfers of varying skill levels. The photo shoot library was shot along the California coast to follow "a day in the life" of each of these four women, in their local zip codes, wearing Odina swimwear. During the shoot, these participants documented shoot days with "behind the scenes" image posts using the designated hashtags on their own accounts. Upon completion of the shoot, the four women (as well as Odina, AC-CD) had access to the photo library, which was used as promotional posts on Instagram (attached to campaign hashtags) by all parties, to help generate awareness. When the final 10K contest was activated, ambassadors led the contest by tagging selected friends in posts to increase traffic and enter friends to win a free bikini. Additionally, AC-CD leveraged The Sunset Sessions' boardriding & fashion-minded social network to help promote this campaign by sharing special images which incorporated Odina surf swimwear into the styling of beach-themed vintage shoots. This further introduced the Odina surf brand to an additional network of surf and swimwear-minded female consumers, helping recommend some of their most active/involved social network followers to Odina for the free swimsuit entry.
RESULTS:
Odina reached their 10K (10,000) follower goal on Instagram and continued to use image library in social media, marketing promotions
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The Sunset Sessions
The Sunset Sessions represents authentic California lifestyle & 60s-90s vintage fashion which embraces (and originally inspired by) photography, design, boardriding culture and philanthropy. It is an original brand and creative service for which I’d been responsible for full identity/branding program through all creative direction since first inception in 2013 through operations to 2018. Since it had never existed prior, I was faced with task of not only creating entire branding, content from scratch but to also built an entire organic social network across all social platforms and drive traffic to engagement points—whether as a customer, partner, collaborator or client.
The Sunset Sessions is more heavily focused on fashion and action sports categories; follows a mission to help promote natural beauty, green fashion and philanthropy while simultaneously encouraging a positive, inspirational women's social community. Part of the mandate for creative content developed by, for The Sunset Sessions is to: leave all model(s) physically unretouched in select images, incorporate usage of natural/organic beauty products for photo shoots whenever absolutely possible and to feature, promote fashions from the styling wardrobe which are vintage and/or produced eco-consciously, made locally in California. The Sunset Sessions collaborates with and aims to help promote other women artists, creatives, fashion designers, entrepreneurs, athletes, models and thought leaders.
An original website & e-commerce shop was built to sell merchandise; many of the original fashions available for sale are special styling pieces used in wardrobe for professional photo shoots, while fashion editorials, lookbooks I’d creative, art directed with talented teams have also been developed to showcase exclusive seasonal collections featuring vintage statement pieces.
ROLES: Creative Director, Art Director, Multidisciplinary Designer, Producer, Photographer, Strategist, Fashion Stylist/Editor
SPECIAL THANKS TO ADDITIONAL PHOTOGRAPHERS FEATURED: Heidi Zumbrun Angela De Cenzo Tory Rae Thompson
Original custom coded website featuring e-commerce shop with external (Blogger) blog platform
Phase two full website featuring e-commerce shop for both vintage and original label collections, in addition to an integrated blog and archive of fashion editorials embedded within website
Direction, production of The Sunset Sessions' original library, beginning with Phase I original vintage collection
Packaging and marketing collateral made from recycled materials including vintage textiles and vinyl records
Phase II original California knitwear collection made ethically in Los Angeles, screen-printed in San Francisco
Original California knitwear collection also included special screens which partners with non-profit organizations, charitable campaigns to help raise monies, bring awareness to various social causes
Interactive ecosystem developed with all original content, featuring photography, vintage styling, art direction across all social networks, built with all organic followings
Original blogger platform with all original content, featuring photography, vintage styling, art direction and guest bloggers, influencers, collaborators
Newly updated custom blog platform(integrated into website) alongside new editorial capability; featuring original content, guest features, photography, vintage styling, art direction
The journal and instagram became important ways to help promote a talented network of women and supportive, encouraging community which not only was focused on fashion but grew a much larger ecosystem which revolved around: image making and creative arts, boardriding, natural beauty and philanthropy. The online journal and instagram became method for open-communication, dialogue for others to discover, learn more about emerging talent—providing opportunities for the talent to be showcased. We continued in both journal and instagram features to maintain the mantra of representing natural beauty, keeping a photoshop-free community when it came to images featuring skin and body. We strived to encourage, represent diversity and a range of body types, sizes to maintain a very healthy, real, positive and accepting online community.
Our natural beauty ethos was even applied to external publications’ editorial shoots to which our creative teams submitted photo stories as well in partner collaboration and/or client shoots in which we took part to support with styling and/or photography and we produced, released content off platform which continued to advocate for natural beauty products, unretouched models.
Content required to be conceived, executed at a very fast pace to keep up with demands, pace of contemporary social media—most specifically Instagram and The Sunset Sessions assembled teams of various women creatives to produce original content which ensured that green fashion and natural beauty practices were incorporated into fashion shoots, creative projects.
We partnered with other designers, brands, women entrepreneurs who were also in support of our values and wished to execute visual creative, fashion content which enabled The Sunset Sessions to begin producing greater external projects, scale up capabilities.
