Creator & Talent Strategy

Developing a Social Character from Concept to Series

The Goal

Build a recurring social character series to drive engagement and audience retention, while supporting awareness and discovery of the brand’s new SoHo flagship retail pop-up. A key episode extended the character into a product-facing moment, organically introducing and reacting to items featured in-store.

Opportunity → Concept → Production Leadership → Execution & Launch

My Role

Led the end-to-end development of a character-driven social media series—from initial concept and character brief through leading production, on-set direction, scripting, and post-production oversight. Collaborated in person with professional actor and creator Clayton Farris, managing initial cuts and shaping the creative direction throughout. Executed on a rapid timeline in under a week, delivering a cohesive, high-impact series that brought the character to life.

Creative Impact & Performance

  • 396K views | 30K engagements | 10K shares in under 30 days

  • +81% engagement lift vs. benchmark IG Reels

  • +56% higher video views vs. benchmark IG Reels

  • 71% non-follower reach (+26% above baseline)

  • Observable conversion lift within 24 hours of each post

  • Director, Social Media (Creative Director / Producer): Elyse Estrella
    Character Brief Development: Elyse Estrella
    Actor/Creator: Clayton Farris
    Field Producer: Braxton Parr
    Wine Consultant: Anna Christina Cabrales

    Brand: Wine Enthusiast

  • Rapid 1-week sprint for concept development and production, followed by a 4-week rollout from concept to launch and initial episode release.

396K+

Views