Social Media Direction
As Global Executive Creative Director, I oversaw the direction and collaborative execution of Urban Outfitters' 50+ global, national and local social media channels and in-house teams. In 2015, we relaunched UO's social strategy and image direction as part of a greater evolution of the brand's visual aesthetic.
The updated direction focused intently on moving content, Instagram Stories, and influencer marketing. Campaigns were conceived from a "mobile first" mindset. With a streamlined focus on photographic quality, compelling content, and customer and employee contributors, UO experienced unprecedented social growth during this time.
A curated ecosystem of photographers and image-makers - very real and talented artists - contribute to the beauty and appeal of UO's digital community. Each shot is a testament to their personal vision and skill. Deepest gratitude goes to UO's social team and network of photographers, stylists, and creators —truly "best in the business."
Credits + Thanks
Photographers + Creators
AJ Quon, Aaron Yabes, Alayna Giovannitti, Alyssa Edmond, Anajah Hamilton, Andrew Kearns, Brandon Hayden, Caitlyn Poli, Carley Thornhill, Caro Ramirez, Delaney Poli, Derrick Austinson, Devyn Galindo, Evan Tetreault, Flaco Creative, Lynn Kostelny, Magda Wozinska, Magdalena Fountoukidis, Mayan Toledano, Madelynn De La Rosa, Mia Colona, Michael Persico, Natalie Fong, Nathan Szwarc, Nesrin Danan, Renee Byrd, Sage Adams, Sarah Kunst, Sheewa Salehi, Tessa Barton, Tonya Smith, Tyler MacDonald, Viktoria Dahlberg
Director of Creative Marketing + Content
Brand Marketing Managers
Casey Zhang, Jo Gowans-Eglinton, Lynn Kostelny
Social Media + Video
AJ Quon, Alayna Giovannitti, Alyssa Edmond, Caitlyn + Delaney Poli, Dana Rich, Derrick Austinson, Ella Erlich, Karl Beyer, Sarah Kunst, Sarah Satherley, Sheewa Salehi, Tyler MacDonald
Brand Marketing + Imagery
Joanna Reagan Ewing
Chief Creative Officer