Academy Sports + Outdoors
Social Media
Establishing a content strategy that connects.
In the summer of 2018, Academy Sports + Outdoors rebranded. Using rich user data from Facebook and Instagram, I created a content strategy tailored to each platform, built around three brand-driven story pillars: Access, Value, and Ease.
Example Product Promo Post
This brand-centric engagement leveraged the opening of "The Last Jedi" to get people chatting about our apparel while creating a seasonally and topically relevant post.
Notes: I reverse-engineered this December product promo—pulling, styling, shooting, and editing the post.
The Summer Campaign
Academy’s seasonal shoots are long, multi-day productions with rotating models and a large crew. For Summer, I coordinated directly with producers to build my social shot list around the existing shoot schedule, capture post content around key promos, and handled everything you see below from capture to completion.
Summer Under Sale
Summer Under Sale
I created pretty, animated laydowns that made our products pop — turning Meta stories and engaging, scannable posts.
The Biggest Kayak Event of the Year
The Biggest Kayak Event of the Year
Academy’s Kayak event brings in a large amount of revenue each summer. Using a GoPro, drone footage and photography, I created some organic and promotional posts and animations for the sale.
Post Examples
The social posts you see below were shot in Academy studios, on campus and/or animated by me. Social tactics, business goals, brand voice, and analytics were taken into account during the planning phase of creative concepting.
