fashion content production

Content production and strategy for new product launch

COMPANY

Matriarchy

ROLE

Head of Content

EXPERTISE

Digital Marketing

YEAR

2021

Project description

A thematic editorial campaign for Matriarchy The Label’s Amina and Aziza sets, inspired by legendary women warriors and goddesses. The visuals were crafted to mirror the energy of the garments—powerful, graceful, and unapologetically bold.

Timeline

This production spanned 3 weeks from creative development to final launch.

Background

This campaign marked a return to storytelling through fashion for Matriarchy The Label in 2021. The Amina and Aziza sets were designed as tributes to feminine power, named after iconic African figures—Queen Amina of Zazzau and Aziza, the mythological warrior-spirit. I led the production of an editorial-style shoot aimed at visually communicating each set’s distinct personality while also building versatile, high-converting content across platforms. As with previous campaigns, I was responsible for creative direction, talent sourcing, shoot logistics, and final asset delivery.

Process

This category details the step-by-step approach taken during the project, including research, planning, design, development, and optimization phases.

Research & Planning

I developed distinct moodboards and visual tones for each set—Aziza leaned more ethereal and mystical, while Amina channeled regal power and confidence. These moods guided shot composition, styling, and model selection.

Talent & Team Coordination

I sourced models and creatives whose energy aligned with the vibe of each set, ensuring authenticity in performance and expression. I also directed pre-shoot briefings to align everyone with the campaign’s storytelling goals.

Production Logistics & Shoot Day Management

From securing location and styling to scheduling and on-set directing, I handled the full production workflow—making real-time decisions on lighting, poses, and set composition to ensure visual cohesion and efficiency.

Post-Shoot Curation & Brand Integration

Once the shoot wrapped, I curated the strongest shots for Matriarchy’s website, social media, and email campaigns—organizing and formatting deliverables for seamless integration across marketing and sales touchpoints.

editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.

editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.
editorial production
Styling, influencer marketing, and production management.

Results

30% Conversion Rate Boost on Product Pages

The product pages for the Amina and Aziza sets saw a 30% increase in conversion rate, attributed to the strong visual storytelling and updated product visuals that reflected the identity behind each design.

Most Shared Launch of the Year

This campaign became Matriarchy’s most shared drop in 2021, with a notable increase in reposts and UGC generated by customers resonating with the themes of power and heritage.

Multi-Channel Asset Leverage

From just one shoot, I delivered assets optimized for use across Meta ads, email flows, TikTok teasers, and influencer kits, allowing Matriarchy to extend campaign impact without additional production costs.

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