Arts Thread

After Hours is a collaborative campaign between Sisters & Seekers and Laneige designed to reposition night time routines as intentional moments of rest, comfort, and connection. Targeting Gen Z audiences, the campaign combines fashion, skincare, experiential marketing, and social media storytelling to create a shared lifestyle experience. The campaign includes a limited edition product collection, an exclusive influencer retreat, and consumer-facing pop-up events across six UK locations. Supported by a 12-week social first promotional strategy, After Hours reflects how modern audiences engage with wellness, routines, and culturally relevant brand experiences across TikTok and Instagram.

Over the summer (2025), I had the amazing opportunity to work at Collab Media, a creative social media agency that manages content and branding for clients across all kinds of industries. During my time there, I worked across 25 different client accounts, which gave me hands on experience in every part of content creation and social media management. I loved being part of such a small, driven team where I could see my ideas come to life. Key Highlights: Created social media content (reels, stories, carousels, and posts) for Instagram, Facebook, TikTok, and LinkedIn using Canva and CapCut Scheduled and managed posts through Meta Business Suite to keep everything organised and consistent Joined client content days to help with photoshoots, take BTS footage for reels, and even feature in some of the content Market research on social media and Pinterest, looking at trends, upcoming national days, and creative inspiration to plan new ideas Community engagement and influencer outreach to help grow the clients following and community This experience helped me build confidence by managing multiple clients at once and develop skills that are valuable in any social media or digital marketing role. It also confirmed how much I love the fast paced, creative world of social media, where no two days are the same!

As Social Media Content Creator for Ravens NE Netball Club, I plan, create, and manage short-form video content across TikTok, ensuring all content aligns with the club’s brand and values. My role involves filming, editing, and publishing engaging videos, while staying up to date with platform trends and audience preferences to maximise reach and engagement. Through consistent content creation, I help increase the club’s online visibility, strengthen its social media presence, and encourage greater interaction from both existing and potential audiences.

I developed a digital Trend Report for Sisters and Seekers, a contemporary brand know for its minimal, community driven aesthetic towards a Gen Z audience. Through extensive research, I analysed the brand’s values, tone of voice, and current communication strategies to understand how they connect with their audience. My overarching theme focused on wellness; from this theme I identified three key trends: Adaptive Retail (short term trend) - Builds on their successful Seekers pop up stores by using AI to enhance in store wellbeing, positioning the brand as adaptive and inclusive. Seekers Spa (medium term trend) - Combines holistic wellness with tech innovation, evolving their community events into a permanent wellness space as well as using loyalty perks to deepen connections. Seekersville Stadium (long term trend) - A long-term “phygital” experience merging fashion, wellness, and technology through interactive features like digital mirrors and adaptive mannequins. I learnt how to forecast trends and translate insights into visually engaging, forward-thinking digital content. It also strengthened my understanding of how consumer behaviour shapes brand communication. These are skills that are directly valuable in any social media or digital marketing role, where creativity, adaptability, and strategic thinking are key.

‘Move Today For a Better Tomorrow’ is a campaign is designed to address one of the biggest health challenges of the 21st century, sedentary lifestyles. With the rise of remote work, screen-based entertainment, and digital everything, we’ve become a generation that spends more time scrolling than moving. The campaign highlights the dangers of prolonged inactivity while empowering young women to make small, sustainable changes that strengthen both body and mind. Using PESTEL analysis, the campaign is focused on research that shows a strong link between screen time and heart disease. The campaign is targeted towards university students and young professionals aged 18-23. It speaks to those trying to balance studies, work, social life, and self care. It is based in Newcastle, Leeds, Manchester, Liverpool, and London, reaching the UK’s biggest student hubs through three different assets: social media activation, guerrilla marketing, and a promotional event. The three core goals of the campaign are to: Make movement a natural part of everyday life. Raise awareness of the dangers of sitting still. Build lasting habits that lead to healthier, happier futures. At its core, “Move Today For A Better Tomorrow” isn’t just a campaign - it’s about how small changes today, can make a big impact on your future.