TATUM BEHRENS
Creative Thinker
Storyteller
Culture Driven
Shaped by different places and perspectives, with a constant curiosity for culture, people, and the ideas that connect them.
Social Media Strategy
Content Creation
Creative Direction
Brand Partnerships
Campaign Development
PR + Communications
Video Production
Brand Storytelling
PR Director for Kappa Kappa Gamma at Chapman University
Recruitment Video 2026
This project started as an idea to make our recruitment video feel less like a typical sorority video and more like a short, cinematic piece that captured the personality of our chapter. I built the concept from the ground up, gathering props, planning outfits, organizing locations, mapping out shots, and coordinating more than 50 members across the production.
The shoot took us all over Southern California, from a beach in Malibu and the Bachelor Mansion in the hills to Erewhon in Santa Monica, the pier, and a horse ranch. On shoot day, I directed the members, managed the flow between locations, and made sure we captured the mix of polished and candid moments I had imagined from the beginning.
It was also my first time shooting on a cinematic camera and working with editing and color-grading software I had never used before. I was determined to learn as I went, and a huge part of what made the project meaningful to me was figuring out how to turn the idea in my head into something real. After the shoot, I edited the footage, built the pacing and story, and worked through the final color and visual feel until it became something I was genuinely proud of.
The finished video went on to become our highest-engagement recruitment video, but more than anything, it was one of the projects that made me realize how much I love creative direction, production, and the process of bringing a large idea to life.
Passion Projects
speculative brand collaboration — concept only
THE IDEA
The concept started with a simple thought: the workout doesn’t really end when class does. There’s still that in-between moment where you cool down, shower, reset, and get ready for the rest of your day. That felt like a natural space for Rhode and Equinox to meet. Both brands already live in the world of routine, self-care, and consistency, so the collaboration became less about forcing two names together and more about creating a shared recovery ritual.
THE RECOVER EDIT
From there, I built out The Recovery Edit, a post-workout skincare concept designed to feel useful, elevated, and easy to carry into everyday life. The kit includes products like a cooling barrier mist, cleanser, chrome peptide lip treatment (exclusive to the collab), and eye patches, all imagined as part of the gym-bag routine. I wanted the products to feel like something you would actually reach for after a workout, not just a novelty collaboration.
THE RECOVERY ROOM
The experiential side became The Recovery Room, an in-club space where members could cool down, try the products, and reset after class. The idea was to bring the campaign into a physical environment that already made sense for the customer, using materials like concrete, chrome, soft lighting, and chilled textures to keep the space feeling true to both brands. The pop-up would be exclusive to Equinox, bringing Rhode fans and consumers into the club to experience the space and purchase the recovery kit, while giving Equinox members a first look at a collaboration they couldn't get anywhere else.
CREATIVE DIRECTION
Visually, I wanted the campaign to sit somewhere between beauty and performance. I leaned into cooler tones, stainless steel, condensation, concrete, flushed skin, and post-workout details to create a world that felt clean but not sterile. The goal was for every image to feel connected, whether it was a product shot, a gym environment, or a social post.
SOCIAL ROLLOUT
I imagined the social campaign as a series of sleek, editorial ads rather than traditional fitness content. Each image would focus on strong composition, sculptural product shots, moody gym environments, and quiet moments of recovery, all tied together by the The Recovery Edit identity. The goal was to create something that felt elevated enough to live naturally within Equinox’s world while introducing Rhode in a way that still felt recognizable and fresh. See the Instagram feed mockup for details.
Sprite Social Campaign at Johannes Leonardo
As part of our intern project at Johannes Leonardo, we were asked to rethink how Sprite could show up on social in a way that genuinely connected with Gen Z while staying true to its “Obey Your Thirst” identity. We built an evergreen social strategy around the way younger audiences use social to express themselves, discover creators, and share the things they care about.
From that insight, we developed original campaign concepts, activations, creator-led storytelling, and a social content calendar that brought the strategy to life across platforms. I was responsible for the PR side of the project, helping think through how the campaign could extend beyond social through media, cultural moments, and earned attention. I loved this project because it gave us the freedom to take a cultural observation and build it into a full creative world for a real brand.
ABOUT ME
I am a Strategic and Corporate Communication graduate from Chapman University with a minor in Creative and Cultural Industries. My interests have always lived somewhere between communication, creativity, and culture, which is what drew me toward public relations, social media, branding, and digital storytelling.
I was born in South Africa, grew up in Dubai, and later moved through New York, Connecticut, and California. Having attended ten schools, I learned how to adapt quickly, understand different people, and pay attention to the way environments shape identity and connection. That background has become a big part of how I approach my work. I am drawn to projects that feel thoughtful, visually strong, and rooted in a real understanding of the audience.
Through my experience as Public Relations Director for Kappa Kappa Gamma, a Public Relations Intern at Johannes Leonardo, a Marketing Intern at The Hang Loose Hut, and more, I have had the chance to work across social media, content creation, event planning, brand partnerships, and creative strategy. I enjoy taking an idea from its early stages and shaping it into something polished, intentional, and engaging.
As I move forward professionally, I hope to continue working in spaces where storytelling, aesthetics, and strategy come together, especially within public relations, fashion, beauty, lifestyle, and creative brand communications.
