Scope

When Patagonia's CEO identified a need to better market newness, I built a content system to answer it. Working with the merchandising team to identify hero products across seasonal drops — new colorways and textiles landing on patagonia.com and in stores — I developed a serialized short-form video series that brought Patagonia designers on camera to share the inspiration behind each piece. I briefed, directed, and produced the videos end-to-end, optimizing format and storytelling for TikTok and Instagram while maintaining the authentic, behind-the-scenes feel the brand is known for. The series now runs twice a year across every seasonal drop.

• Reached 1.4M people and drove 54K engagements with a 3.6% engagement rate through organic distribution

• Adopted by the paid media team and repurposed across performance channels, extending the series' reach beyond organic social

• Integrated into patagonia.com's New Arrivals web experience, making it one of the few social-originated content formats to cross into the brand's e-commerce ecosystem

• Established a replicable, twice-yearly content system for product storytelling that now lives across organic, paid, and owned web channels