Creator & Talent Strategy

Developing a Social Character from Concept to Series


Creative Impact & Performance

Under 30 days

10K

396K

Video Views

30K

Video Views

Engagements

Shares

+81%

Engagement Lift
vs. Benchmark IG Reels

Higher Video Views
vs. Benchmark IG Reels

71%

+56%

Non-Follower Reach
(+26% Above Baseline)

Observable conversion lift within 24 hours of each post.


Brand

Wine Enthusiast


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.


My Role

Director, Social Media
Creative Lead & Series Lead
Character Development

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.


Timeline

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


Production Team

Actor/Creator: Clayton Farris
Field Producer: Braxton Parr

Video Editor: Braxton Parr
Wine Expert and Consultant: Anna Christina Cabrales