Better Together
The holiday brief for this campaign was deceptively simple: families, gathered, at home. The creative challenge was to avoid every visual cliché that brief invites — the posed warmth, the too-perfect interiors, the festivity that reads as performance. The answer was restraint and genuine casting: real Roots families, real domestic spaces, a golden-hour palette, and a directive to the cast to simply be in the moment rather than project it.
As Creative Director, I developed the concept and directed the on-set execution across multiple location shoots — building a naturalistic visual language around unscripted moments, layered textures, and the specific quality of late-afternoon winter light. Every frame was designed to feel discovered rather than staged.
Brand: Roots Canada.
Role: Creative leadership, omni-channel strategy, on-set direction, creative concept, copy direction and brief.
Seen: Roots.com, social channels, emails, in-store and window.
Credits: Photographer: Zach Hertzman; Still-life Stylist: Kristina Lerner.
"Better Together is as simple as that. We feel a bit stronger, laugh a bit louder, and love a bit fuller, when we gather with our nearest and dearest. We gathered some of our favourite Roots families to share their holiday feels."
— Campaign Thesis
Homepage Layout
Social Media Assets
Omnichannel Email Layout
