Better Together
The Better Together holiday campaign was born from a specific belief: How do we translate the fundamental principle that family is key into a premium, global brand narrative? This project was rooted in the sentiment that we feel stronger and love fuller when we gather. My objective was to lead a strategic vision that positioned our core staples as the connective tissue of a shared legacy, ensuring the heritage story resonated through a sophisticated, human-centric lens.
As Creative Director, I engineered an evocative narrative for this holiday launch. I visualized unscripted moments within domestic sanctuaries, successfully directing a sentiment of authentic belonging that felt both timeless and aspirational. By overseeing the end-to-end execution of all campaign assets, I utilized a naturalistic, golden-hour palette to celebrate our essential silhouettes for a global collective.
Brand: Roots Canada.
Role: Creative leadership, omni-channel strategy, on-set direction, creative concept 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
