Industry:
Service; Beauty; Cosmetology
Services:
Live Event Coverage
Background
Gallery Salon is a unique hair and nail salon located in Rochester, NY. They offer hair and nail services and are also an art gallery and vintage shop. The salon is known for their talented, creative stylists, offering gender neutral pricing, and for being a certified LGBTQ+ safe zone. While the salon is well loved locally, they have limited bandwidth for social media marketing, especially when it comes to capturing content and sharing it live from major events.
The Challenge
In 2025, Gallery Salon was participating in the Pride parade for the first time, and owner Erika Sorbello knew she wouldn’t have the time needed to capture photos and videos and to post on social media throughout the day. The parade was an exciting opportunity for the salon to celebrate queer joy, connect with the community, and also hype up the inclusive environment they offer and their upcoming move to the Public Market. As a longtime Gallery client and social media consultant, Erika sought me out to support the salon with live social media coverage the day of the event.
The Solution
Pride took place on a Saturday, and I was given access to the Gallery Salon Instagram account for 48 hours. Erika shared three video assets with me the day before the parade, which I transformed into an engaging reel to highlight the prep work they were doing for parade day.
The day of the parade, I marched with the Gallery team and was on site for 3 hours. I captured photos and videos, shared to our Instagram story in real time, and interviewed staff members and clients for content to be used later.
That evening, I crafted an engaging, heartfelt reel about the joy and gratitude we felt at Pride. The next day, I edited the photos and videos I captured, shared them with the salon owner, and shared suggestions for two pieces of content she could create with the video interviews I captured.
The Creative
Here’s my favorite video I made for Gallery.
What We Achieved
Generated over 10,000 views on Instagram in under 48 hours, as well as dozens of comments, shares, and saves.
Reached 37% non-followers, getting our content in front of new viewers who could then learn more about the salon’s vibe and values.
Shared Instagram stories in real time, highlighting our experience at the event and engaging with our clients and other community members.
Increased brand awareness and showcased the authentic personalities of the Gallery Salon team.
Documented the Pride parade festivities and captured 100+ photos and videos for the salon to use in future digital content, including filming several video interviews and suggestions for two additional pieces of content to create with them.
Check out Gallery Salon on Instagram or their website.
Interested in working together?
