From 2015 to 2017, we managed Southern Comfort’s social media presence—producing thousands of posts and original assets across Facebook, Instagram, and Twitter. I shot much of the photography for the brand in what we lovingly referred to as the “SoCo Studio,” creating content that felt native, warm, and grounded in Southern culture.

Midway through our work, Southern Comfort was sold by Brown‑Forman to the Sazerac Company. While nearly every other partner was replaced, we were retained—largely because of our proximity to New Orleans, our cultural fluency, and our understanding of how the brand had drifted from its roots. That relationship became a key part of SoCo’s broader repositioning effort, helping restore its original character and credibility.