In Q2 of 2024, I was contracted by Away to assist with multiple product launches, including the highly anticipated Air Willie Pride Month campaign. This project centered around Away's collaboration with Brooklyn-based fashion designer Willie Norris for a limited-edition Pride collection.

 

My role included capturing lo-fi behind-the-scenes content on both my iPhone and my trusty high school digital camera from 2009. I collaborated closely on the social content strategy, contributing to the shot list for launch teasers as well as playful TikTok trends that aligned with the campaign's bold and unapologetic spirit. The content highlighted the essence of Air Willie: standing out and *declaring* individuality.