irobot organic social media
MY ROLE
Co-manager, Creative Lead, and Content Creator
iRobot’s organic social channel was deprioritized in 2023, resulting in little-to-no engagement across platforms. In mid-2024, I took on the role of art directing our new social media team in efforts to re-establish the brand presence in social media, increase user-engagement, and streamline iRobot’s visual identity within this space.
THE OBJECTIVE
elevating the visual grid
To enhance the visual content on social media, I wanted to formally define the approved elements—such as colors, fonts, lighting, imagery, and shapes—that the social team should utilize. This will ensure that our content aligns with the new brand direction established by our lead designer.
from this…
While very playful, the color palette and imagery don’t give the premium look that the brand is striving for.
to this
Imagery and content is still playful, but with consistent typography, a harmonious color palette, and natural lighting.
my favorite posts i’ve created
From robot animations, cleaning proofs, parodies, pop culture moments, and more.
roomba x stranger things
I partnered with co-manager and lead copywriter, Kyle Eber, to create an ARG that celebrates the release of the long-awaited final season of the Netflix show, Stranger Things. Our goal was to provide the viewers with a secret code, using the blinks of the Christmas lights. This code would complete a bit.ly link. When searched, the link led users to a hidden YouTube video that revealed promo code details for $10 off an e-gift card.
Since relaunching organic social in Fall 2024, the post became the new team’s first to hit over 100k views and over 4k likes, and counting.
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Emily Brown - idea, design, animation
Kyle Eber - idea, copy
five nights at irobot
To celebrate the launch of the newest release in the Five Nights at Freddy’s video game series: The Secret of the Mimic, the entire social team had a hand in creating a thrilling first-person POV video post as a night-shift worker at the iRobot headquarters. My role was to compile the deliverables from the shoot to execute and animate the final video.
The goal was to reach a new demographic of gamers, the company hadn’t touched previously. Be aware, there may be robots lurking the halls…
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Kyle Eber - idea, copy
Emily Brown - video, animations
Brianna Drake - set design, film
Kate Kiladis - film, photography
other posts i’ve art directed & created
Static imagery and video posts I’ve had the opportunity to art direct, brought to life by the talented social team.
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Roomba Thanksgiving
concept | Nichole Lanney
design | Ellen Madson
Instagram
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Roomba Anniversary
concept + animation | me
Instagram
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Roomba Combo® 2 Essential Launch Announcement
concept + design | me
Instagram
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Daylight Savings Ends: "Roomba has the extra hour covered"
design | Ellen Madson
animation | me
copy | Kyle Eber
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Daylight Savings Ends: "Me when I don't have to spend the extra hour cleaning"
concept + design | Ellen Madson
TikTok
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National Cookie Day
concept + design | Brianna Drake
Instagram
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iSpy Roomba
concept + design | Vishali Govender
Instagram
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National Watermelon Day
concept + animation | me
Instagram
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Cleaning wishlist
concept | Brianna Drake • Vishali Govender
copy | Kyle Eber
Instagram
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Cyber Monday 2024
concept + design | me
Instagram
copy | Kyle Eber
design | Ellen Madson
animation | me
Instagram, TikTok, Linkedin
Roomba Rewind
Flip camera trend
concept | me
videography | Brianna Drake
Tiktok
Holiday Card 2024
concept | me + Nichole Lanney
design + animation | me
Instagram, TikTok, Linkedin
Zen garden
concept + videography | me
Instagram, TikTok
visit irobot’s socials
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creative lead | Emily Brown
copywriter | Kyle Eber
lead strategist | Brianna Drake
designer | Ellen Madson
social marketing interns | Vishali Govender • Kate Kaladis