Hilton Social Content
Created in-house at Hilton
When Hilton introduced its refreshed brand identity, the way it should show up on social was still largely undefined. I led the adaptation of the brand for Instagram, developing a flexible visual language through ongoing concept development and execution of monthly evergreen content that ultimately became formal social design guidelines. Along with this work, my role on Hilton's social team extended across channels and into platform-native content creation.
Establishing the Visual Language
A consistent approach to typography, layout, photography, and motion created a cohesive foundation for Hilton’s social content.
The Evolution of the Grid
Over time, the Instagram feed evolved into a more cohesive expression of the brand.
Social-First Content Capture
Alongside full-scale productions, we also got scrappy, creating original, platform-native content when a project called for it. Depending on the project, my role ranged from concepting and executing pieces end-to-end to shooting a teammate's idea or even stepping in front of the camera myself.
A Stay for Every Search: AutoCamp
I partnered with a copywriter to concept the A Stay for Every Search TikTok series, then owned the AutoCamp installment end-to-end, including storyboarding, shot planning, iPhone capture, on-camera talent, voiceover, and editing.
Solheim Cup as an Honors Member
Concept development and on-location capture.
Hampton Red Velvet Waffle Teaser
Shot planning, newspaper design, on-camera talent, and editing.
This or That: Wicked Edition
On-location capture and on-camera talent.
Live Event Capture
I also collaborated on real-time social coverage for events and partnerships, helping plan, capture, and edit content on location. One such occasion took me all the way to the other side of the world for Sydney WorldPride!
Campaign Adaptation for Pinterest
For Pinterest, I concepted and created static and video content through the lens of Hilton's It Matters Where You Stay campaign, which had evolved visually to align with the refreshed Enterprise identity.
