PROJECT: Internal / Social Strategy & Content
ROLE: Associate Art Director, Photographer, Video, Design

The Problem
GWS social presence didn’t yet reflect the level of production craft happening behind the scenes. The effort was there but without clear identity, personality, or art direction, the feed felt scattered and ultimately undersold the studio’s true capabilities.

The Solution
As Creative Director, I audited and rebuilt Gravity Well’s social presence into a scalable, production-first system that functioned as a living portfolio while still leaving room for culture. Content was organized around three core pillars — Work, Culture, and Original — with Work leading the grid and Culture and BTS strategically housed in Stories and highlights. For the work, I introduced eight modular content categories that allowed each project to be explored through a production lens, from favorite frames to script-to-screen and culturally relevant repurposing. The focus wasn’t more content, but smarter use of the work — driven by strong art direction, thoughtful reuse, a clear production voice, and consistent crew crediting that honored the craft and the belief that it takes a village.

The Results
The response was immediate, with social views increasing by nearly 200% and organic reach hitting record highs in the 5,000+ view range (which is alot for a small shop). More importantly, the feed finally reflected GWS production capabilities and extending the life of the work and positioning the studio as a partner defined by craft and heart.