ACADEMY–SUMMER SOCIAL
The moments worth capturing aren’t the planned ones.
ROLES
Creative Concepting, Design, Photo Direction, Content Production, Content Capture, Video Editing, Animation
PLATFORMS
Paid Social, Organic Social, Meta, and Instagram
YEAR
2018
I built a social-first capture approach around that idea, designed for live production—working alongside the shoot, capturing in real time, and putting GoPros in talent’s hands to capture their own perspective.
The result was content that felt natural and authentic, blending photography, talent-captured footage, and video to place product directly inside the action across paid and organic social.
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.
