Launching Patagonia Kids' Instagram

Launched in February 2022, the Patagonia Kids’ Instagram page increased brand awareness, recognition, and loyalty among the Kids' customer base.

I collaborated with the creative, research, and Kids' product teams to build a brand identity, tone, and photo POV rooted in the spirit of childhood—play, imagination, and unfiltered joy.

Partnering with athletes, creators, and community members to source photos, videos, and UGC content, I quickly built a following of 24,000.

I led the creation of organic social content, driving projects from initial concept through development and final execution. For this "Life in a Day" video, I worked closely with Patagonia MTB Ambassador Jameson Florence and the creative and marketing teams to shape the narrative direction, develop the visual concept, and translate the Kids' POV into an action-packed short-form video.