The brief
The Shops Club had the builds, the events, and the culture — but none of it was making it onto the feed in a way that matched the energy in the shop. They needed someone who actually speaks car culture to run social end to end: content that felt like the community, not a dealership ad. The goal was to turn the shop's real life — the rigs, the meets, the personalities — into content people wanted to follow.
01
Brand storytelling
Turned shop life into stories people followed — the builds, the meets, the personalities, all cut to feel like the culture, not an ad.
02
Short-form video
Edited vertical video around the rigs and the events — hooks in the first three seconds, built for car people mid-scroll.
03
Social visual direction
Kept the feed consistent across builds, events, and everyday shop moments — one voice, one look, unmistakably the Shops Club.
What we made
I ran the Shops Club social end to end — short-form video built around the builds and the shop's personality, event coverage for things like Rigs & Brunch, and a posting rhythm that kept the feed alive between events. Every piece was cut for the car community: real shop talk, real rigs, zero dealership energy. The content did what the shop couldn't do on its own — it brought the culture to people scrolling hundreds of miles away.
What changed
The videos started pulling real numbers — 15K+ views on hero pieces, with the comment sections filling up with car people who'd never heard of the shop before. Watch time and shares told the story the follower count couldn't: the content was traveling beyond the existing audience and pulling new eyes into the brand. Every format got iterated on what the data said, and the feed went from a static page to a growth channel.
