is a visual storyteller and artist calling Chicago home. Going beyond work, she sees art as a chance to experience life. She creates vivid, story first, works inspired by history, classical art, and cinema. With a skillset that extends to video production, fashion, design and animation.
WLWB Social Media Campaign
This portfolio showcases a collection of social media content created for WorkLife Wellbeing, a fitness brand owned by Vornado Realty Trust. Spanning platforms like Instagram, YouTube, and LinkedIn, the content includes a mix of photos, Reels, YouTube Shorts, full-length YouTube videos, and LinkedIn posts. While adhering to Vornado’s WorkLife branding guidelines, I infused a more relaxed and organic feel into the collateral to resonate with a wider audience.
For this project, I managed every aspect of content creation—photography, videography, editing, photoshopping, concept development, bios, and copywriting. Every image and post was designed to enhance brand recognition and engagement. In addition to producing original content, I spearheaded efforts to increase organic content creation by gym members, and I launched an influencer marketing campaign aimed at boosting WorkLife Wellbeing’s presence in the competitive fitness influencer space.
This collection reflects my ability to maintain brand integrity while bringing fresh, engaging, and authentic content to life, ultimately positioning WorkLife Wellbeing as a standout player in the fitness industry.
01
Determine Opportunity for Content
Working closely with the General Managers and Director of Programming, I reviewed the gym’s budget and revenue to identify areas that could benefit from increased marketing efforts, particularly on social media. Using the monthly campaign, WorkLife WellBeing brand book, and upcoming holidays as guides, I crafted content strategies tailored to highlight key services and promotions each month.
02
Conceptualize Content
After identifying the content topics, I conduct thorough research and concept development. This includes reviewing competitor and influencer content on Instagram, staying updated on current trends, exploring potential templates, and examining general videomaking trends. I then determine how these insights can be applied to align with the gym's needs and marketing objectives.
03
Film and photography
At the heart of this site is a commitment to originality. I prioritize creating custom content, minimizing the use of stock images and videos. Most visuals are captured personally, using my Nikon camera or cellphone, ensuring they reflect real moments and authentic experiences. I often collaborate with colleagues and gym members, showcasing their talents in action or capturing candid moments during events and classes. This approach ensures that every image and video on this site truly represents the genuine energy and people behind the scenes.
04
Editing
WorkLife WellBeing embodies 'down-to-earth luxury,' and this is reflected in every aspect of our social media presence. I maintain a strict color scheme to ensure visual uniformity and brand consistency. Every video is carefully edited to enhance quality and showcase the gym in its best and most dynamic light. We believe in the power of attention to detail—making both our spaces and our community members look and feel their best.