Project Details
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GoPro had already built one of the most recognizable visual identities in the world. The challenge wasn’t defining the brand - it was holding the line on what made it iconic every day, across millions of impressions, while the audience scaled past anything any of us had managed before.
I spent two years on GoPro’s social content team during one of the brand’s defining growth periods. I was the only filmmaker on a 10-person social team, which meant being the final creative pass on much of what reached the audience. The work ranged from curating and editing the Photo of the Day program - GoPro’s longest-running creator feature - to contributing to global product launch campaigns, including the HERO5 and HERO Session releases. Across daily Instagram content, brand activations, and public-facing campaigns, the job was to hold the visual standard while the audience scaled past 13 million followers. Much of the aesthetic that defined GoPro’s Instagram during that era - the one millions of people saw every day - passed through my laptop.
Working inside one of the world’s most iconic action brands meant operating at a tempo most companies will never reach. Global campaigns, daily flagship content, product launches, ambassador work - all of it cycling continuously, all of it requiring a consistent visual standard regardless of source. The job wasn’t reinventing the brand. It was protecting what made it work and pushing the aesthetic forward inside the lane GoPro had already defined. Every photo, every cut, every post left the team having met the standard. That was the bar.
