Before the show
A content calendar approved weeks ahead. It lists which vessels or products get a post, in what order, with which captions, and who records what on the docks. Listing walkthroughs and teasers are edited from footage you already have, so the first posts go out before opening day. Esteban also writes a shot list your team can follow between appointments: the arrival, the helm, the salon, the deck in late-afternoon light and a 20-second broker introduction.