To celebrate Ralph Lauren’s 50th anniversary as a pioneering American designer, I brought each element of the global campaign to light as the company’s Editorial Director. Through storytelling across three phases of social media content — archival advertising, a live fashion show, and the post-show Collection campaign — this strategy encompassed more than 160 unique social media posts detailing brand history, design ethos, and key products. The anniversary fashion show went on to achieve record-breaking social engagement that earned Ralph Lauren #1 Share of Voice during New York Fashion Week in September 2018.
PHASE 1
50TH ANNIVERSARY
ARCHIVAL CAMPAIGN
The archival advertising campaign offered a look through some of Ralph Lauren’s most enduring images, demonstrating his appreciation for heritage, for depth and quality, for timeless glamour, but always with an eclectic beat.
SOCIAL AMPLIFICATION
A selection of captions I crafted to celebrate the archival campaign on Ralph Lauren’s social media channels.
“THE STORY OF A DREAMER”
I crafted the narrative for this animated timeline of Ralph Lauren’s life and legacy, shared both as three separate posts and a single long-form cut.
PHASE 2
50TH ANNIVERSARY FASHION SHOW
Bethesda Terrace in Central Park, one of New York City’s most iconic landmarks, became many things for one unforgettable evening: a museum of 50 years of treasures; a multigenerational runway; a crossroads for some of the world’s most influential people; and a modern expression of timeless style.
SOCIAL AMPLIFICATION
A selection of Instagram captions I crafted throughout the pre-show, show, and post-show phases of the 50th Anniversary celebration.
PHASE 3
50TH ANNIVERSARY
COLLECTION CAMPAIGN
Photographed by Lachlan Bailey
SOCIAL AMPLIFICATION
A selection of captions I crafted highlighting the collection’s inspirations and exquisite craftsmanship.
Phillip B. Crook 
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