Patagonia's quality story had a credibility problem — customers trusted the brand but didn't see its quality philosophy as meaningfully different from competitors. For the Unfashionable campaign, I was brought into early ideation alongside the Head of Brand Marketing before any creative direction was set, contributing a social-first perspective that shaped the campaign from the ground up across three phases: awareness, education, and conversion.

I led social strategy across all three phases, originating and briefing several content strands that became central to the campaign. I conceived and briefed a series of material impact videos — short, data-driven posts connecting Patagonia's specific product choices to their environmental footprint — that gave the quality message tangible, shareable proof points on social. I partnered with the film team on promo assets for the hero film The Shittropocene, providing specific creative direction, and pulled high-impact cutdowns that brought the campaign's core message to life in-platform. I also repurposed archival content from Monsters in Our Closet into snackable educational carousels. The guiding principle throughout: meet our audience where they are and make the message land in-platform rather than asking them to click away.