The culmination of a three-year collaboration with fly fishing angler Kayla Lockhart, the Mendline marked Eddie Bauer's first women's wading jacket. Designed for women who love the water, the jacket paired fishing-specific functionality with a considered, modern aesthetic.

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Working closely with Kayla, I identified locations that would best showcase the product's unique features, functionality and use in its natural environment. I managed production from start to finish, overseeing still and motion content captured on location and in studio, then coordinating asset delivery to creative partners across channels.

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The organic social launch video and feature walkthrough generated a 6% engagement rate, with views 89% above the quarterly average for Reels.