Cabin Collection
The Cabin Collection began with a specific reference point: the visual world of the late 1970s and early 1980s — sun-bleached, unhurried, rooted in the Canadian outdoors. The creative challenge was to translate that sensory nostalgia into a premium summer editorial without tipping into costume or pastiche. The answer was in the landscape itself: wildflower meadows, weathered docks, light that felt like a memory of long summer evenings.
As Creative Director, I directed the on-set art direction and oversaw the full campaign execution — positioning the cast within organic, architectural, natural frames that gave the heritage staples both context and warmth. The visual language was deliberately sun-kissed and expansive, with clean lines allowed to breathe against wide-open landscape.
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: Zachary Hertzman.
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