Gray Malin
- Responsibilities:
- Content Strategy, Social, Marketing, Brand Building, Copywriting.
- Client:
- Gray Malin
- Mediums:
- Video, Photo, Digital Media.
When I began working with Gray, I saw an opportunity to extend his highly visual body of work onto Pinterest. Within the first month, the account generated 5M+ views, with engagement, impressions, and click-throughs continuing to grow. I supplemented the organic strategy with a highly targeted $5/day paid media budget, using Pinterest as a cost-effective channel to expand reach and drive traffic. The broader goal was to build momentum around the launch of the Gray Malin Getaway House in Montecito, CA. Given the project's strong emphasis on aesthetics, Pinterest was a natural platform to introduce the property and extend Gray's visual storytelling to a new audience.
The Blog: Gray Malin Getaway House
One of the most significant content initiatives I led was the multi-month teaser and reveal of the Gray Malin Getaway House in Montecito, CA. Gray had invested considerable time and creative energy into the project, so we wanted to give the audience an opportunity to experience the house beyond a single announcement.
I developed a long-form editorial rollout that explored the property room by room, highlighting the interiors, design details, landscape, creative partners, and story behind the project. The campaign unfolded across the blog and social channels over several months, building anticipation from the initial teaser through the full reveal and giving each detail of the Getaway House its own moment.
TikTok
TikTok was the next platform I established for Gray, with the goal of taking audiences behind the curtain and showing the person and process behind the finished work. I developed a content strategy centered around a more candid, personality-driven look at Gray’s world – from behind-the-scenes footage of photoshoots and days at the office to events, partnerships, travel, and the creative process behind his imagery.
- Gray Malin x Reeces
- Powder Room Artwork
- Dogs at Coral Casino
- BTS: Provence Shoot
- The Setup vs. The Shot
- Finished Product
- 3 Words: Pool Day, Beverly Hills Hotel
- The Setup vs. The Shot
- BTS: San Ysidro Ranch
- Cape Town Collection
- BTS: Cape Town
- Blue Framing
- Getaway House
- Safari
- 3 Words: Ocean Beach Waves
The Blog: Events, Product & BTS
The blog became an important editorial space for connecting with Gray’s community and expanding on the stories behind his work. I developed and wrote content ranging from travel guides inspired by new collections to behind-the-scenes coverage of events, photoshoots, collaborations, and product launches.
It was an opportunity to go beyond the imagery and explore Gray’s creative vision in greater detail.
