My first focus was internal processes: I built the systems for briefing, cross-functional collaboration, asset storage, and feedback rounds that gave the team a clear, repeatable way to work. I also owned coordination with external parties, aligning with brand collaborators including Milk Makeup, Starbucks, and more, tracking partnership deliverables, and ensuring every commitment landed on time and on brief. Alongside the operational work, I was central to pitching new clients and contributing to strategy development and presentation.
On the production side, I contributed to planning and executing content capture sessions in Paris, Milan, and NYC as well as our NYFW coverage - tracking ideas, developing shot lists, building run of show, handling resourcing, and helping translate creative vision into executable plans. During NYFW, working closely with AREA as a key client, I managed day-of production: overseeing social set build, schedule, cross-team coordination, on-set creative direction, and asset management from capture through delivery.
Beyond our own production, our content strategy spanned reactive work around cultural moments and emerging trends, repurposing existing brand media - interviews, celebrity appearances, press moments, bts footage, archives, etc - into original content for the brand’s channels as well as producing larger, narrative led videos for key milestones like show teasers, announcements, and seasonal campaigns.
A core part of the work was developing the voice through which the brand showed up online: shaping a tone that felt specific, relatable, and genuinely connected to its audience rather than broadcast from a distance. This work became central to AREA's brand strategy and cultural presence after their relaunch in 2025.