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
From consulting brief to executive production on a global celebrity campaign
From consulting brief to executive production on a global celebrity campaign
Engaged as Social Content Director to lead owned and earned social creative against an approved hero campaign. DKNY's multimillion-dollar global Fall 2024 production featuring Kaia Gerber, led by Trey Laird, photography by Mikael Jansson, and styling by Alastair McKimm.
<12 hours
Consulting brief to full production ownership after last-minute campaign and location pivots
40 of 50
Campaign assets delivered under crisis reset
Top 2
Highest-performing organic social assets, campaign-wide
<12 hours
Consulting brief to full production ownership after last-minute campaign and location pivots
40 of 50
Campaign assets delivered under crisis reset
Top 2
Highest-performing organic social assets, campaign-wide
Overview
With under 12 hours notice, the approved playbook collapsed. Budget cuts reduced the crew to a single BTS photographer, shifting full end-to-end production ownership to me. Shoot start pushed four hours, compressing an already restricted capture window and requiring real-time strategic pivots that escalated to the talent manager and agency CEO for oversight and rapid alignment.
Overview
With under 12 hours notice, the approved playbook collapsed. Budget cuts reduced the crew to a single BTS photographer, shifting full end-to-end production ownership to me. Shoot start pushed four hours, compressing an already restricted capture window and requiring real-time strategic pivots that escalated to the talent manager and agency CEO for oversight and rapid alignment.
Challenge
Spring social underperformed with Gen Z, creating pressure for Fall to deliver stronger cultural relevance and deeper narrative resonance within the New York Stories platform.
Polished hero campaign assets were insufficient for social, requiring platform-native creative capable of driving engagement without compromising brand equity.
Less than 24 hours before production, approved concept, locations, budget, and run of show required a complete strategic and production reset while preserving launch objectives.
Compressed capture windows and hero production protocols limited access, requiring seamless execution across tease, launch, and sustain phases without disrupting talent, hero photography, or brand standards.
Challenge
Spring social underperformed with Gen Z, creating pressure for Fall to deliver stronger cultural relevance and deeper narrative resonance within the New York Stories platform.
Polished hero campaign assets were insufficient for social, requiring platform-native creative capable of driving engagement without compromising brand equity.
Less than 24 hours before production, approved concept, locations, budget, and run of show required a complete strategic and production reset while preserving launch objectives.
Compressed capture windows and hero production protocols limited access, requiring seamless execution across tease, launch, and sustain phases without disrupting talent, hero photography, or brand standards.
Strategy
Shifted social from campaign amplification to 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 every capture decision to platform behavior, campaign objectives, and performance goals, enabling rapid creative pivots without compromising narrative cohesion, brand standards, or launch impact.
Strategy
Shifted social from campaign amplification to 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 every capture decision to platform behavior, campaign objectives, and performance goals, enabling rapid creative pivots without compromising narrative cohesion, brand standards, or launch impact.
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 capture and storytelling to shifting constraints without compromising launch objectives or brand standards.
Personally produced, captured, edited, and music-directed platform-native content, delivering two of the campaign's highest-performing organic social assets end to end.
Audited the complete photo and video deliverable set, identified asset optimization opportunities, and developed social-first creative mockups to maximize campaign performance across tease, launch, and sustain phases.performance across tease, 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 capture and storytelling to shifting constraints without compromising launch objectives or brand standards.
Personally produced, captured, edited, and music-directed platform-native content, delivering two of the campaign's highest-performing organic social assets end to end.
Audited the complete photo and video deliverable set, identified asset optimization opportunities, and developed social-first creative mockups to maximize campaign performance across tease, launch, and sustain phases.performance across tease, launch, and sustain phases.
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 two of the campaign's highest-performing organic social assets, leading creative direction, capture, editing, and final delivery end to end.
Transformed contingency behind-the-scenes content into one of the campaign's highest-performing social storytelling layer, demonstrating that 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 two of the campaign's highest-performing organic social assets, leading creative direction, capture, editing, and final delivery end to end.
Transformed contingency behind-the-scenes content into one of the campaign's highest-performing social storytelling layer, demonstrating that 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.
