Benny Bing

Benny Bing's practice is rooted in the physical act of painting — layered, tactile, unmistakably handmade. When Roots approached him for a Black History Month collaboration, the most honest creative decision was also the most obvious one: bring him into the factory. The campaign was built on the encounter between his process and theirs — brush meeting leather, painter meeting maker, two forms of craft in direct conversation.

As Creative Director, I led the full execution of this collaboration — directing the on-set documentation of Benny at work within the Roots factory, and overseeing the campaign assets and social strategy that brought it to market. The approach was documentary in spirit: no artifice, no separation between the artist and the work. The collection sold out within forty-eight hours of launch.