A product launch in the dive space is a different kind of challenge than ongoing content management. There's one window, a defined timeline, and no room for a slow build. When Aqualung launched the XScape — a first-of-its-kind environmentally-friendly scuba wetsuit — the goal was to generate awareness and meaningful brand interaction across every channel simultaneously.

I developed a cohesive, multi-channel launch strategy built around a single through-line: what makes this wetsuit worth caring about. The environmental angle was real and resonant, and the content strategy leaned into that authenticity rather than leading with specs alone.

The launch spanned organic social (posts and stories), email, and website content. Each piece of content was designed to feel like one coordinated campaign rather than separate assets. Social content mixed immersive imagery and video to capture attention, strategic hashtag use to extend organic discovery, and brand ambassador activation to add credibility and reach. The 20-post social plan was sequenced to build momentum through the launch window rather than front-loading everything on day one.