Intern Project
As a group, we wanted to touch on how Peter Millar is more than just the 9-5 work life and golf course attire.
Our goal was to branch out and emphasize the lifestyle aspect of the brand by incorporating the feeling of nostalgia, classic elegance, and style throughout the campaign to capture the warmth of the holiday season.
To tell this story, we decided to center the campaign around the classic Peter Millar man venturing off on a winter getaway. Based on analytics and popular social media practices, our deliverables include a collection of photo carousels, Instagram reels, TikTok videos, and a long-form short film that captures the entire message and purpose of our campaign.
End Result: Completed a summer-long project creating fifteen luxury lifestyle-focused posts for the Peter Millar social media accounts about the Holiday 2025 collection.
Peter Millar
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Peter Millar ☆
Intern BTS Video
Project Roles: All Social Media and content creation tasks
- Uploaded all the photo and video content into Global Edit platform
- Generating and art directing deliverable concepts and logistics
- Filmed behind-the-scenes content from shoot
- Editing video and photo content for deliverables (specifically graphics and TikTok videos)
- Creation of Figma storyboard for all content, focused specifically on "The Long Way Home" short film
- Developed the photoshoot master document that housed scheduling information, logistics, shot lists, and more to help the shoot days run smoothly
- Held 2-3 meetings per week
- Created a thoughtful schedule on Monday
- Brain-dumped and discussed art direction
- Collaborated as a team to create our concept
Our Process
Planning
Prepping
- Hired talent, makeup artist, and booked location
- Collected props and crafty for photoshoot
- Created styling looks for both shoots
Photoshoot
- 2 days on location
- Day 1: Set up + soft goods
- Day 2: On-figure shots
Editing
- Culling and marking our favorite photos and videos as a team
- Retouching the content captured
- 3 rounds of social/creative review
- After each deliverable was created, we would review them as a team to make sure that we were happy with the results
- Make any changes and edits after team discussions
Reviewing
Social Posts
Choose Your Path Carousel Post
Since this type of interactive content performs well on TikTok, and with a similar content layout on Instagram Reels, we decided this would be the best reel for cross-posting. We are looking to drive comments on this post with its interactivity, but it can also be used to gauge our social audience’s stylistic preferences compared to retail store customers.
Indoor + Outdoor Photo and Video Carousel Post
Mixed media typically performs better on our channels than a static photo carousel post, so we decided to combine photo and video in an attention-grabbing manner to incentivize people to scroll through the entire post based upon the creativity and elevate our content on the explore page.
Story Posts
Holiday Packing List Story Series
Instagram stories are always something we are looking for more of, so we wanted to use some of our static imagery to highlight a few key products that might be sought after during this holiday season. We made sure to highlight different kinds of items in order to touch multiple different consumers.
Outdoorsy Executive Story Post
For this Instagram story, we were looking to reach our older, more corporate male audience. This story is looking to reach a very specific and older clientele. We would ensure that the products are linked externally to this story were some of our higher-end, more luxury products.
Layering Outfit Story
While the layering capabilities of Peter Millar’s clothing is extremely important to the brand, we decided to feature this deliverable on the Instagram stories instead since our model content doesn't perform as well as in-feed posts. This creative approach to layering really highlights the versatility of the holiday collection.
TikToks and Reels
Textures Reel
To highlight how our holiday collection might feel to a viewer, we included holiday and nature shots as well as the actual clothing to tell the story of how the holiday shoot came to life. This was selected to be a feed/filler post because it helps advance the story and give a visual representation of the clothing.
Warm Whiskey Vibes Reel
With many of our clientele being in the 55-65 year old male demographic, we know that unwinding after a long week of work is something they look forward to. This post leans into our CEO/executive demographic and shows the versatility of our product line.
Holiday Campaign Teaser Reel
We wanted to introduce the campaign by setting the scene with some smaller clips from our long-form video to get viewers excited about the campaign and products. We specifically curated the caption to generate buzz while tying into our travel-themed campaign.
Life Without A Trending Audio TikTok
We wanted to tap into a recent trend on TikTok where we balance the quieter aspects of life with the louder day-to-day experiences we may have. Since this post is timely and trendy we felt like it would perform best on TikTok.
Mic’d Up Model TikTok
According to our analytics from the last few months, model content has not performed as well as some of the more personal stories we've been able to tell. Our Mic’d Up content from the US Open was among the top-performing posts from the week. We chose to mic up our model and give him a personality behind his on-screen presence.
Launch Video
The Long Way Home - A Peter Millar Getaway
By incorporating one long-form piece of content into this campaign, it gives background as to why our other campaign content was created. We wanted our audience to gain an understanding of why our textures, layering, and clothing versatility is important while providing them with a real-life example of how our items can be worn and styled.