Pure Leaf Social

As Art Director on Pure Leaf’s social workstream, I led the development of a content approach that balanced premium storytelling with lo-fi, trend-driven execution—optimizing for both brand equity and performance.

I concepted and directed a range of social-first ideas, with lo-fi content emerging as a key driver of engagement and reach. Several of these concepts became top-performing assets for the brand, reinforcing the effectiveness of tapping into platform-native trends and audience behaviors.

In addition to creative development, I directed shoots and collaborated closely with photographers, videographers, and content creators to ensure high-quality execution across formats. I also led the launch of Pure Leaf’s first social giveaway, which drove a notable increase in followers and expanded the brand’s digital audience.

This work combined creative direction with real-time performance insights—allowing us to continuously refine the content strategy and deliver measurable growth while maintaining a cohesive, elevated brand presence.