work

A look at some of my favorite projects that I've been a part of — from social media strategy, to writing and creative direction.

hurley

Hurley Digital Marketing

In my six years at Hurley, I grew the Instagram from 0 to 1M followers — organically. By adding value through connecting fans with athletes in an authentic and most importantly, a visually beautifully way, we built a passionate community of Hurley fans. As part of the Brand Comms team, I also helped create seasonal campaigns and bring them to life across all brand platforms.

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Aus Open of Surf

Ten days and 10K followers later, the Aus Open of Surf remains one of the best experiences I’ve had in my career. I took over the Aus Open of Surf Instagram for the event in 2015, elevating the experience by taking it from an account with a lot of poorly executed sponsor shoutouts and unemotional event updates into a feed that truly told the story of the event and the athletes, while still managing to support sponsors without breaking the top-of-the-line visual aesthetic and storytelling experience. Read more here.

The Ecology Center

Photography and Social Media at The Ecology Center

When I started at The Ecology Center, a small non-profit focused on sustainability, their approach to social media was very ask-orientated; asking people to buy memberships, come to events, donate money, buy products, read the blog, etc. I flipped the script and turned their Instagram into a value-add platform (see here, here, and here) where I shared useful tips for sustainable living. Give, give, give, then ask. We grew from 9K to 20K in my nine months there and saw a significant increase in event sign ups. 

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SWELL

I was lucky enough to be able to join the team at SWELL as we brought back their beloved catalog in 2016. I did the creative direction and copy for the entire catalog. It was a beast but so, so fun. Click here for more on this project.

Hydroflask Commercial Production

Production and Casting for Hydroflask

Casting and location scouting for a Hydroflask commercial that featured four 25-30 year olds in a warm location, meant to capture the bottle's ability to keep ice cubes frozen for 24 hours. 

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SVN Space

Since launching in April 2018, I've been writing for SVN Space, a female-focused hemp/cannabis media platform. Click here for an article on hemp as a textile, here for a profile on Yuyo Botanics, and here for a profile on Sagely Naturals.