DKNY (G III Apparel Group) x Team Laird | Social Content Director (Project) | 2024
2024
DKNY (G III Apparel Group) x Team Laird
Social Content Director (Project)
DKNY (G III Apparel Group) x Team Laird | Social Content Director (Project) | 2024
Social-First Creative:
Agency-Led DKNY Campaign
Social-First Creative:
Agency-Led DKNY Campaign
Engaged to own all social-first creative against Team Laird agency's hero campaign; DKNY's multimillion-dollar global Fall 2024 production featuring Kaia Gerber, photography by Mikael Jansson, and styling by Alastair McKimm.
16.9M
Tik Tok views and #1 campaign video, produced end-to-end
26.3M
TikTok Views, across the 11 posts within my creative scope
60%
Of campaign views, within my creative scope
16.9M
Tik Tok views and #1 campaign video, produced end-to-end
60%
Of campaign views, within my creative scope
26.3M
TikTok Views, across the 11 posts within my creative scope
Mandate
The role was to lead social-first content that resonated with the target demographic, Gen Z, after spring social underperformed with that audience. When the agency cut the role's BTS production crew budget due to last-minute production shifts, the role took on content production on set and developed real-time social concepts aligned to the brief.
Mandate
The role was to lead social-first content that resonated with the target demographic, Gen Z, after spring social underperformed with that audience. When the agency cut the role's BTS production crew budget due to last-minute production shifts, the role took on content production on set and developed real-time social concepts aligned to the brief.
Strategic Diagnosis
Focused on platform-native storytelling, recognizing that Gen Z values authenticity, behind-the-scenes access, and cultural relevance over traditional hero assets.
Reframed production constraints as a strategic advantage, positioning iPhone-captured behind-the-scenes content as a deliberate storytelling layer rather than contingency output.
Aligned capture decisions to platform behavior, campaign objectives, and launch priorities; created social-first concepts that extended the campaign across teaser, launch, and sustain phases.
Strategic Diagnosis
Focused on platform-native storytelling, recognizing that Gen Z values authenticity, behind-the-scenes access, and cultural relevance over traditional hero assets.
Reframed production constraints as a strategic advantage, positioning iPhone-captured behind-the-scenes content as a deliberate storytelling layer rather than contingency output.
Aligned capture decisions to platform behavior, campaign objectives, and launch priorities; created social-first concepts that extended the campaign across teaser, launch, and sustain phases.
Execution
Served as primary liaison between DKNY, Team Laird, and Kaia Gerber's talent team, aligning stakeholders and preserving campaign objectives as production conditions shifted in real time.
Led real-time strategy, creative direction, content planning, and production decisions, adapting to shifting constraints without compromising launch objectives or brand standards.
Captured, edited, and delivered on-set BTS and social-first reels personally, while ensuring the photographer's deliverables stayed on track under the same restrictions.
Directed twelve additional reels through original concepts and capture briefs, executed by Team Laird and creator partners, extending the campaign's social presence beyond what I personally captured on set.
Execution
Served as primary liaison between DKNY, Team Laird, and Kaia Gerber's talent team, aligning stakeholders and preserving campaign objectives as production conditions shifted in real time.
Led real-time strategy, creative direction, content planning, and production decisions, adapting to shifting constraints without compromising launch objectives or brand standards.
Captured, edited, and delivered on-set BTS and social-first reels personally, while ensuring the photographer's deliverables stayed on track under the same restrictions.
Directed twelve additional reels through original concepts and capture briefs, executed by Team Laird and creator partners, extending the campaign's social presence beyond what I personally captured on set.
Business Impact
Delivered 80% of planned campaign assets (40 of 50) despite last-minute changes to the approved concept, locations, budget, production schedule, and capture window.
Produced five reels end to end, leading creative direction, capture, editing, and final delivery, and directed twelve additional reels through original concepts and briefs executed by Team Laird and creator partners.
Transformed contingency BTS content into the campaign's #1 TikTok, a 16.9M-view asset accounting for 39% of total campaign reach, proving platform-native creative could outperform traditional luxury campaign assets under production constraints.
Extended campaign ROI by selecting the final social campaign track and repurposing unused launch concepts for subsequent seasonal campaigns, maximizing the long-term value of creative investment.
Business Impact
Delivered 80% of planned campaign assets (40 of 50) despite last-minute changes to the approved concept, locations, budget, production schedule, and capture window.
Produced five reels end to end, leading creative direction, capture, editing, and final delivery, and directed twelve additional reels through original concepts and briefs executed by Team Laird and creator partners.
Transformed contingency BTS content into the campaign's #1 TikTok, a 16.9M-view asset accounting for 39% of total campaign reach, proving platform-native creative could outperform traditional luxury campaign assets under production constraints.
Extended campaign ROI by selecting the final social campaign track and repurposing unused launch concepts for subsequent seasonal campaigns, maximizing the long-term value of creative investment.