Social Media Portfolio
A sample of social media posts, strategy, and video content.
Role: Strategy, Copy, Content Creation, Video Editing, Image CurationBlindfolded Candle Challenge
Client: Cupcakes and CashmereAs an alternative to straightforward sale promotion, I asked Cupcakes and Cashmere’s founder Emily Schuman to blindfold herself and try to identify a handful of the many candles marked down during their ‘Candle Black Friday’ Sale. The result was an entertaining, educational, and highly-engaging piece of content. The reel garnered almost 200K views making it C&C’s most watched video of all time.
Role: Concept, Video Editing, Copy, Social Strategy
Resort Collection
Client: Cupcakes and Cashmere Tease and launch content for Cupcakes and Cashmere’s 2026 Spring/Summer Resort Collection. A campaign brand identity was created with new colors and fonts to create a cohesive campaign.
Role: Design Direction, Copy, Social Strategy, Product photography, Influencer ShopMy gifting, UGC curationOther Brand Photography: Brynn Hackett
The Chicken Sandwich Twitter Wars
Client: Shake ShackPopeyes announced it was launching a new chicken sandwich that would directly compete with Chick-Fil-A. In response, Chick-Fil-A initiated a Twitter (X) war with their competitor. In an effort to join the conversation, @shakeshack alluded to the moment without directly commenting or mentioning the dispute. This tweet garnered over 1.3 million impressions, 1.4k retweets, 777 comments, 6.6k likes with close to 64% engagement rate. This was Shake Shack’s most engaging Tweet and earned the brand over 1,000 new followers.
Role: Copywriting, Image Selection, Community ManagementIf Candles Had Personalities Series
Client: Cupcakes and Cashmere / LavuneComplex, luxury fragrance and candles are one of the most difficult products to market digitally if your audience is familiar with the scent profile. As an influencer and tastemaker, Emily Schuman’s followers trust her opinions and curation, so I came up with a video series to help C&C and Lavune’s audience get to know each new Lavune candle in a more abstract way. In each video, I sent Emily a handful of prompts to discuss each scent her own words.
Role: Concept, Video Editing, Copy, Social StrategyBrandon Maxwell NYFW Show
Client: Shake ShackCoverage of Shake Shack's food delivery to models walking in Brandon Maxwell’s fall 2019 New York Fashion Week show (including Bella Hadid, Candace Swanepoel, Irina Shayk, and Emily DiDonato) as well as the Shake Shack food truck outside the event serving influencers and notable fashion editors. As the on-site representative at the event, I took photographed attendees and captured videos to share on Shake Shack’s social channels.
Role: Photography, videography, Copy, On-site Event CoverageSee more photos from the show.
Benny Blanco x Shake Shack Collab
Client: Shake ShackSocial coverage and creative direction for Shake Shack’s collab with Grammy award winning producer, Benny Blanco to celebrate the release of his album, FRIENDS KEEP SECRETS 2.
For the TikTok launch announcement: Benny sent over a (last minute) audio talking through the launch of the Benny Nacho Burger, so I ended up using the imagery from our collab photoshoot paired to this audio to adapt this content for TikTok.
Role: Shot list, shoot direction, social coverage, TikTok/video editing, copy
Trending Cultural Moments on X
Client: Shake ShackExamples of capitalizing on nationwide cultural events, trending moments, and viral clips on X and adapting them for Shake Shack’s audience and brand voice.
Role: Copywriting, Image Selection, Community Management
Lavune Photoshoot BTS
Client: Lavune / Cupcakes and CashmereA behind-the-scenes look at Lavune’s first brand photoshoot to tease the launch of Emily Schuman’s new scent brand.
Role: Concept, Video Capture, Editing, Social Strategy
