Shinola Tumblr Social Media Brand Campaign

The iconic luxury brand launches on Tumblr with fashion-forward content designed to inspire.


Shinola may be made in Detroit, but the socials are produced in Los Angeles. Tumblr partnered with Digital Media Management (DMM) to produce and shoot a lineup of attractive, shareable content showcasing the Luxury brand’s stylish products.


Our goal was to launch Shinola’s presence on Tumblr in an organic way that aligned with the brand’s creed. Consumers associate Shinola with quality products that can withstand the rigors of daily use. We used that knowledge to springboard our concepting, choosing to photograph the products being used around Los Angeles, rather than producing staged studio shots. This choice in creative direction gave us the freedom to explore new ways to photograph the products, capturing moments of them being used that felt unique, distinct, and authentic to the brand.