Beyond the Instrument required translating a meaningful in-person event into a cohesive story across both internal and external digital platforms. I led the digital and social strategy and execution, determining how the narrative would unfold across our website, intranet, and social channels. While the story remained consistent, formats were adapted by platform behavior — for example, prioritizing longer-form video on Instagram while focusing on static and link-forward content on X to optimize performance. I defined the exact asset mix across each channel and ensured all social posts connected back to our editorial recap to create a unified digital ecosystem. The campaign activated four platforms, produced seven assets, and generated 172K+ reach and 6K+ audience engagements.