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Justin Jefferson Asia Tour
Documentary
Social Strategy and Execution
Minnesota Vikings star WR Justin Jefferson took his first trip to Asia in May 2026. I documented his trip overseas and worked with a videographer to shoot and produce content during his stops in Tokyo, Shanghai, and Wuhan. The goal was to showcase Justin's life in the offseason and the growing support he has from NFL fans in Asia. I led the photography, social strategy and execution throughout the week, with collaboration support from Justin, the NFL, and the Under Armour APAC teams. Below are the social media assets on @uafootball Instagram and @underarmour TikTok channels.
Key stats/takeaways: The highest performing organic post was Justin catching passes one-handed from the Under Armour store balcony, earning over 7M views and 250K likes.
