ACADEMY–SUMMER SOCIAL
A social-first capture strategy that worked inside existing production constraints, GTM plan and felt authentic to the brand.
The challenge with all seasonal shoots at Academy was navigating packed days with rotating models, and apparel, while coordinating with other producers to build a social shot list that worked within those constraints and still able to capture genuine content with talent. To solve this, I built a shot list for talent that prioritized visual surprise, natural chemistry, and moments between moments, then stepped in as a hands-on shooter, or gave a go-pro to talent to capture those beats when they emerged.
By staying close to the action between shots and adjusting coverage in real time, I was able to produce content that felt authentic and unforced, while still delivering against the broader campaign needs.
Using a mix of photography, GoPro, and drone footage, I captured content that integrated product naturally within the action, paired with high-impact graphic laydowns to support both paid and organic social
PLATFORMS
Paid Social, Organic Social, Meta, and Instagram
ROLES
Creative Concepting, Design, Photo Direction, Content Production, Content Capture, Video Editing, Animation
YEAR
2018
1.
Gorgeous drone shots by Matt Hawthorne helped create high-impact paid social designed to build urgency and anticipation to reinforce Academy’s promise of getting outside for less.
Tap through social designed to build urgency and anticipation.
Organic POV content captured during the shoot to add immediacy and authenticity—bringing viewers into the experience and building anticipation ahead of the event.
2.
Our value-focused summer story designed to make affordability feel aspirational. Using simple, scannable laydowns of product and real human moments that inspired the connection and fun of summer and showed how easy it is to get outside for less.
