Organic content that earns attention instead of buying it.
Tommy Bahama's organic social needed to do more than fill a content calendar. Every post had to carry the brand's island-life sensibility while competing natively in a feed full of creators, trends, and short attention spans.
The program spanned three distinct content streams — polished brand campaign spots, studio product videos, and UGC-style lifestyle pieces — each with its own pacing, tone, and editorial approach. The thread connecting them: every piece had to feel like Tommy Bahama before the logo ever appeared.
"If the brand doesn't come through in the first two seconds, the scroll wins."
Editing across content types, one consistent brand voice.
I edited and shaped every piece across the program — adapting my approach for each content stream while maintaining the cohesive brand identity that ties them together. From Super Bowl tie-ins to behind-the-scenes studio features, each asset was cut for platform-native performance and on-brand storytelling.
