Role
Art Director, Content Creator - Brand Campaigns & Social Channels
Scope
Led creative strategy and content operations for organic social channels, driving a 4× increase in unaided brand awareness within six months
Produced bespoke social content from concept through publication on Instagram, YouTube, LinkedIn, TikTok, Threads, X, and Facebook
Cultural events, product launches, sale campaigns, community story-telling
Designed carousels, infographics, PDP assets, and cut videos for use across web and sales
Evolved Tonal’s brand expression across various owned channels (social, web, product) through a clear design system driving consistency and quality
Collaborated on marquee brand campaign activations with external creative agencies and partners
360 Brand Campaign + Product Launch: Pilates on Tonal
Role: Art Director + Social Content Lead
Partnered with brand leadership and agency teams to operationalize the campaign strategy across a full-funnel ecosystem, translating a single creative platform into connected member experiences.
Responsibilities
Defined how the campaign narrative evolved by channel
Directed social-first storytelling and launch sequencing
Developed scalable content architecture across owned and paid channels
Ensured consistency between campaign expression and conversion surfaces
Connected hero creative to measurable acquisition objectives
360 Execution
Hero: Brand Film
Engagement: Organic + Paid Social
Consideration: Landing Page + Editorial
Amplification: PR + Event Experience
Conversion: Performance Creative
Photography by Justin Steele
Organic Social Channel Creative Expression
Repositioned Tonal’s organic social channels from content distribution into a curated brand destination by elevating creative standards, refining channel storytelling, and developing a more premium expression of the product and member experience, contributing to ~1K average monthly audience growth over 14 consecutive months.
Before
After
