August 2024: I joined Olukai as an in-house creative. I oversee motion-based creative projects, crafting content that captivates our audience across a range of formats—from long-form storytelling to short-form advertising, including paid and organic social media, as well as product-based marketing.
My Start at Olukai: Before I arrived at Olukai, video projects were handled externally by various freelancers, resulting in inconsistent quality and brand voice. In my first few months, I developed a distinctive Olukai video style, conceptualizing and executing new series, brand videos, social content, and paid ads that connected with our community and met the performance metrics set by our creative and marketing teams.
The workflow and file organization were disorganized, with footage scattered across multiple drives. I introduced a systematic approach that ensured consistency across all projects, making it easy for freelance editors and shooters to collaborate. I also implemented a new storage system, organizing content by year and backing it up on G-Raid drives, which allowed us to free up space and eliminate reliance on small, scattered hard drives. Now, any video content can be accessed within five minutes of a request.
90 Day Recap: Been grinding too hard to have time to do a write up. Lets check in at six months
Six Months Review: The past six months at OluKai have been all about building trust, pushing creativity, and shaping how we tell stories through motion. I’ve worked closely across creative and marketing teams, helping to bridge the gap between storytelling and performance-driven content.
One of the biggest wins has been redefining what our performance marketing videos can look like—experimenting with AI, different creative styles, and fresh approaches that led to high-performing, well-placed ads. At the same time, I led one of OluKai’s most successful video series, We Go: Path to The Eddie, following three surfers as they charged toward the biggest surf competition in the world. The response and engagement were incredible.
Beyond that, I’ve executed three major seasonal campaigns, including a holiday campaign that hit key sales goals. I’ve also been focused on growing our creative team—expanding our freelance network and training an editor to develop a style that aligns with the vision I’m building. On the social side, we’re seeing solid growth in video performance and engagement, which is exciting to track.
What’s been especially rewarding is shaping the visual direction of multiple projects and having a voice in key creative decisions that push our storytelling forward. There’s so much potential to keep evolving and refining our motion content, and I’m excited to keep building on this momentum.