Social-First & UGC-Style Creative
Overview: A focused look at authentic, platform-native social I've led, from real-employee storytelling to creator-led, direct-to-camera content. Two bodies of work below: a national employer-brand platform for Chick-fil-A, and always-on, UGC-style social for Kohl's and its vendor partners.
01 · Chick-fil-A Team Member Recruitment
Social-First Employer Brand at Scale
Role: Creative Lead, Art Direction & Social Strategy
To reach Gen Z talent and keep pace with rising recruitment demand, I led the evolution of our employer-brand creative: a social-first effort built to drive national awareness of the Team Member role and give local Operators authentic assets to attract and retain talent in their own markets.
The bet was authenticity. Instead of casting actors, we filmed real Team Members from the Atlanta area inside their own Restaurants, then built each story on a "what you see / what you don't" reveal: the person at the counter, and the fuller life behind them (full-time student, part-time dance captain, future CEO). It's UGC in spirit, real people, real places, vertical format and social-native text, produced with enough craft to run as paid media.
I designed it as a repeatable system, not a one-off. Four employee stories share one durable storytelling mechanic, so the work scales across people and markets and stays relevant year-round rather than riding a single trend that dates in a month. It ran as paid pre-roll on YouTube Shorts and OLV, and as organic content for local Restaurants.
Outcome: A scalable, real-employee creative platform giving Operators ready-to-deploy recruitment content for both national paid media and local organic social.
02 · Kohl’s Vendor & Brand Social
Always-on, UGC-Style Content
Role: Art Direction & Social Content
Where the recruitment work was a single big-concept platform, this was the opposite discipline: high-volume, always-on social built to move product and build the brand. I created UGC-style content in partnership with vendor brands like Nike and Nine West, made to feel native to the feed rather than like a retailer ad.
The set leans on creator-led, direct-to-camera storytelling, the most authentic register of the format. One piece is a clearance haul where a real person pulls finds from a Kohl's bag and recommends them like a friend. Another takes that same selfie-style format into brand purpose, a walk-and-talk through Kohl's sustainability efforts, from EV charging and rooftop solar to recyclable packaging. Around those run product reveals hung on a cultural hook (sneakers timed to #NationalRunningDay) and occasion-based styling that carries one brand from beachside to wedding guest.
The throughline is range held together by a consistent, brand-right voice. The same system flexes from product to purpose and from clean product detail to relatable creator storytelling, so Kohl's and its vendor partners always had fresh, platform-correct content that converts without reading as an ad.
Outcome: A scalable stream of UGC-style social across vendor partnerships, product, and brand purpose, built to perform in-feed.