Arc’teryx ‘22-’25 ︎︎︎ Creative Direction/Strategy/Production, Social Media Management, Photography

The primary channel owner for the @arcteryxnewyork Instagram account and manages the regional content engine whether it be budget management, content planning, content production, copywriting, scheduling, publishing, asset management, analytics+reporting, or daily IG interactions,

Below are select projects from Dean’s time at Arc’teryx, to see more an index can be found here.

Creative Direction ︎︎︎ Select campaigns ranging from ‘22-’24

Day in The Life of Jackson ‘24 Shot + Edited by Chris Fontes

Metrics
255,492 Views
152,470 Accounts Reached
2,397 Interactions

Brief
The opening of North America’s largest Arc’teryx store brings an important addition to the NY epicenter, the ReBird™ Service Center. For the first time ever guests can repair their gear locally by a team of operators trained at Arc’One.

This 2-part story aims to spread awareness about the service center’s capabilities, the people behind the sewing machines, and Arc’teryx’s push for circularity.

Mark Rosa in The Streets ‘24Shot + Edited by Neil Shukla

Metrics
40,526 Views
23,330 Accounts Reached
2,353 Interactions

Brief
Capitalizing on the momentum from Broadway’s grand opening weekend, the goal is to reach audiences that may have missed the festivities with a reel imbued with a uniquely NYC flavor.

In the weeks leading up to/following the opening, @arcteryxnewyork’s prime objective is driving awareness and traffic to the epicenter’s newest flagship.

Setting with Sana ‘23
Shot + Edited by Trevor Riley

Metrics
28,049 Views
17,647 Accounts Reached
1,156 Interactions

Brief
Rock climbing has boomed in popularity all across the globe yet little credit or thought has gone into what makes it possible. Throughout Women’s History Month @arcteryxnewyork will be featuring prominent members of the community like Vital Brooklyn’s headsetter, Sana Bando.

This reel will give viewers insight on what it takes to set boulder problems but also a peak into Sana’s creative process.

ReBird™ Care + Repair Hike ‘25
DP+ Edit by Mika Zembic
Photography by Dean Liaw

Metrics
58,935 Views
48,721 Accounts Reached
978 Interactions

Brief
Partnering with Makayla Wray and our ReBird™ operator team, attendees will tour the Russell Wright Design Center and partake in a 2-part clinic about zipper slider replacements and saddle stitching a leather pouch. The goal is to showcase the beauty of the environment as well as the learnings from the clinic.

Norvan LD4 Campaign ‘25
Directed by Ed de Carvalho
DP+ Edit by Matt Ower
Photography by Trevor Riley

Metrics
18,313 Views
10,853 Accounts Reached
846 Interactions

Brief
Arc’teryx’s mountain brand DNA yields campaign imagery that can alienate city dwellers. Though the Norvan LD4 is technically designed for trailrunning, it is the only shoe in Arc’teryx’s lineup that can serve the needs of roadrunner as well. Featuring regional ambassador Stefanie Bishop, the goal of this campaign is to showcase the LD4’s versatility in an environment familiar to New Yorkers.

Beta ReCut ‘23
Shot by Renee Simone

Metrics
21,770 Impressions
15,922 Accounts Reached
2,515 Interactions

Brief
Most of Arc’teryx’s campaign imagery and products themselves are activity focused but the color blocking of the Beta ReCut drop presents an opportunity to lean into a lifestyle shoot. Both the styling and locations for this shoot should give viewers a better sense of how the brand can show up in their own lives.

Shot by Dean ︎︎︎ Planning/Shooting/Producing RBW’s social presence with review from the Director of Marketing and Creative Strategist