xSuit
Social media · Brand content · Paid acquisition
PERFORMANCE MENSWEAR · SHANGHAI
From fashion imagery.
To product value.
Repositioning social content around the product’s distinctive value, from strategic direction to hands-on delivery.
- My role
- Brand Content Strategist & Art Director. June 2025–September 2026.
- Scope
- Social media · Brand content · Paid acquisition
A strategic shift in the story.
Context & challenge
The remit covered xSuit’s social media and content strategy alongside founder Max Perez’s personal brand. Audits, monitoring and editorial planning shaped separate content directions for the brand and its founder, with product benefits at the centre of the story.
Strategic response
I redirected the editorial strategy towards product benefits through founder-led videos and educational carousels. Social audits and competitor benchmarks informed separate editorial directions for xSuit and founder Max Perez’s personal brand. I developed the social media guidelines, covering visual identity, tone, editing style, Reel graphics and thumbnails.
Creative direction, production and measurement.
The Instagram account reached 155K followers, growing by 32% over 15 months. Facebook increased from 32K to 54K followers, and the TikTok account reached 24K followers. The publishing cadence was 49 posts per month. I led production from concepts and scripts through shot lists, shoots, editing and approvals. I also managed influencer and user-generated content (UGC) partnerships from sourcing and outreach to negotiation, briefs and delivery.
I managed €10K/month in Meta Ads, covering targeting, visuals and copywriting. Creative and audience A/B tests reduced cost per lead (CPL) by 17% over 14 months, with a return on ad spend (ROAS) of 3. The engagement rate was 3.2%. Weekly KPI reporting to the founder tracked reach, engagement, clicks and cost per click. HubSpot supported post-publication analysis, alongside UTM tracking and Google Analytics. Community feedback helped refine content, with priorities and approvals coordinated directly with the founder. Photography, filming and editing were delivered independently. My workflow combined Notion, Monday and Slack for organisation, Claude and ChatGPT connected via MCP for editorial work, Figma for design and Higgsfield for AI visual generation, alongside Runway, Midjourney and Kling. The photography below shows part of the wider art-direction remit.
The rules of wearing a tie.
An eight-slide educational carousel, turning everyday styling questions into useful social content.
Product, texture and detail.
Product photography for xSuit’s accessories and menswear content.
The xTie series.
Art direction and AI-generated imagery: one product explored through styling, materials and close-up details.
From the shoot to the story.
Photography and Figma layouts by me, with Claude supporting ideation. Publishing and performance analysis through Metricool.
Founder-led storytelling.
Shot and edited by me, with AI-generated B-roll created using Higgsfield, sound design and subtitles.
Project credits
- Brand content strategy & art direction
- Mikael Semhoun
- Brand
- xSuit
- Location
- Shanghai
- CEO
- Max Perez
- Growth operations
- Daniel Fuze