Styled and captured content on various campaign shoots across the globe for Away’s organic and paid social channels.

Created social-first product videos turning product education into engagement, this one receiving 2M views and 15K clicks to site.

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Coordinated brand-aligned social giveaways and led styling and content creation for assets shared across both partner and Away’s channels.

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Concepted and created content to tease, announce, and support product launches using a platform-native approach

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Adapted existing content to fit platform trends, helping drive Aways’s most viral TikTok (9M+ views, 1.6M likes, 72K shares).

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Designed and wrote copy for social graphics to support seasonal brand campaigns.

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Produced and created BTS videos on set highlighting Away’s variety of color offerings.

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Created, directed, and filmed episodic series with the brands VP of Design addressing FAQ’s from the community in fun, personality-infused shorts.

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Identified the opportunity to involve and incentivize the brands community prior to the re-launch of a highly requested color by gifting the first units to commenters who had requested it and documenting the process.

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Created episodic content series focused on sharabilty that felt ownable to the brand and drove traffic to it’s Instagram.

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Lead a first-of-it’s kind “Social Media Manager Escape” where Away invited other brands on an camping trip to create collaborative content promoting the brands new outdoor collection.

The content from the trip was top performing on TikTok with comments from over 400 brands and was covered by PR Week and LinkInBio.

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Concepted collaboration with Jake Shane capitalizing on his well-known “nyming” series to highlight Away’s personalization offerings through a humorous lens that felt organic to his channel. The post outperformed his organic content with 141K likes and 12.9M views.

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Jumped on the viral Olive Oil Girl moment with timely, on-brand content that positioned Graza at the center of the conversation, resulting in an AdAge feature and a combined 860K views, 80K likes, and 400+ comments across all of our videos.

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Concepted and lead collaboration with The Empire State Building on TikTok to launch Away’s gradient suitcases aptly named Sunrise & Sunset.

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Tapped viral color artist, @fritzdoesart_ to colormatch Away’s pink suitcase as part of the launch strategy which was the highest performing content over the release period.

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Concepted and oversaw collaboration with New York Mag illustrator, @loopyline in an effort to create ownable meme’s that capitalized on relatable travel moments. The series saw a combined 15k likes and and over 400k shares.

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Pitched and oversaw collaboration with New York based floral designer, Molly Ford (@flowersbyford) to support the launch of Away’s summer collection and creatively nod to the bags capacity.

To further support the partnership we displayed the fully decorated bag in our flagship store and handed out branded bouquets nearly doubling foot traffic that day.

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Worked with team to quickly spoof Jeremy Allen White’s viral Calvin Klein ad garnering over a million shares and a write up in AdAge.

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Concepted tease content in collaboration with Away’s creative team that was used to launch the brands new gloss coated luggage.

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Developed a social launch campaign for Frizzle, Graza’s new high-heat cooking oil, with a focus on educating customers in a playful, social-first way—resulting in the brand’s most successful launch to date: 700K+ impressions, a 122% spike in engagement, and 1.8K new followers in launch week alone.

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Served as social lead in brand campaign highlighting Away’s product lineup in Mexico City.

Director: Vivian Kim, DP: Mack Fisher, Producer: Peter Schwab, AD: Beca Dutra

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Briefed in animation artist to create feed-stopping content bringing Graza’s product to life to life in a playful, visually-driven way.

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Created announce strategy for Away’s collaboration with Sandy Liang and other designers that prompted followers to unscramble the letters on our posts to reveal details.

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Worked with animator to create platform-native video that would be used to announce the return of Away’s beloved Sky colored suitcases.

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Concepted tease strategy for Away’s neon collection successfully generating excitement from the brands following and leading to over 2k email signups prior to launch.

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