Taking to Instagram + TikTok to tell a seasonal narrative through the perspective of a high school senior turned college freshman, tapping into Gen Z fashion and film trends to capitalize on one of the hottest shopping moments of the year, Back To School. Enter Hanes University.

As Social Creative Lead for Hanes at The Martin Agency, I directed a creative team from concept to publish. Our close-knit team, with myself at the helm, handled all aspects of production as well: locations, talent, prop design, content capture, and edit. The overall production was intentionally lo-fi, invoking the feel of UGC — a key chapter of our social playbook I co-authored.

Hanes University was just one exciting chapter of Hanes 2023 evergreen social. Tasked with the challenge to reignite the brand, I successfully transformed their feeds, exceeding quantitative benchmarks + elevating creative quality. Below, you can explore a before-and-after that shows a glimpse of my impact via in-feed transformations between 2022 and 2023.

Results: 4711% increase in impressions, 1671% increase in engagements from ‘22 to ‘23 on priority platforms (TikTok, Instagram).