KELLY LEE DEKAY

NYC – based social media strategist, content creator, and the person who was doing this before it had a name.

Building worlds from scratch since the Tumblr era.

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NYC-BASED

SOCIAL MEDIA STRATEGY

UGC & BRAND PARTNERSHIPS

EDITORIAL PHOTOGRAPHY

NYC-BASED

Editorial collage of a woman with long black hair wearing glasses, a burgundy leather jacket, white shirt, black tie, and matching mini skirt, styled as layered polaroid-style photos with tape and a binder clip against a black background.

Minimal collage graphic featuring silver chain jewelry and chunky silver hoop earrings arranged on textured paper, accented with a paperclip and graffiti-style text reading “BLOG.”

Close-up collage of a woman’s face with black hair, silver earrings, and bridge piercings, overlaid with duct tape-style graphics and bold text reading “[UGC]” with a silver safety pin detail.

Minimal editorial-style graphic featuring the text “Raised by the internet. Refined by experience.” followed by a personal statement about creative direction, digital strategy, storytelling, and visual identity, accented with paper texture and a handwritten signature on a light background.

Dark collage-style banner featuring three pairs of black lace-up boots with chunky soles and buckles, overlaid with the word “[PORTFOLIO]” in bold white text on a black label with paper texture details.

IN FRONT OF THE CAMERA

Years of being online taught me people can tell when something feels forced. I create content that feels lived in, observational, and human. A little editorial, a little internet-brained, always intentional.

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BEHIND THE CAMERA

The part where the tabs stay open and the analytics start talking back. Creative direction, social strategy, brand storytelling, trend forecasting, internet anthropology. I don’t just make things look good. I make people care enough to stop scrolling.

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“YOU’VE GOT TO KNOW THE RULES TO BREAK THEM. THAT’S WHAT I’M HERE FOR, TO DEMOLISH THE RULES BUT KEEP THE TRADITION.”

– LEE ALEXANDER MCQUEEN

— Trauma? You mean my lore?

A pile of books.

A hardware store light.

An entire world built from it.

I started by shooting, editing, and styling my own stories, sharing fashion-led images on Tumblr and Instagram back when the internet still felt like a playground.

Those experiments turned into a 15-year career of bookings and collaborations. Somewhere along the way, I stopped just wanting to be in the image and started wanting to build it.

Now I’m back, creating again and letting you in on the process.

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Style, Strategy, Stories
& Other Musings

This is where I talk about the things that live in my head: fashion, beauty, New York life, travel, relationships, culture, and the marketing world I work in every day.

The things I’m loving, the things I’m questioning, and the occasional peek behind the curtain of the creative and marketing world I work in.