Give Comfort
This project was defined by a specific strategic evolution: How does a heritage brand provide meaningful connection during a season of unprecedented isolation? The objective was to evolve "comfort" from a functional product attribute into an emotional act of resilience. By prioritizing authentic storytelling over traditional holiday artifice, I ensured our seasonal narrative resonated through a sophisticated lens. This strategic orchestration successfully invited our global community to give comfort—both literally and virtually—through a unified digital presence.
As Creative Director, I architected this multi-layered narrative, orchestrating a strategic response to a season of isolation. By directing eight diverse family bubbles, I captured candid, documentary-style moments through intimate portraits. I oversaw the end-to-end execution of all campaign assets and social media strategy, ensuring our community could engage with a high-aesthetic, human-centric study of connection and warmth.
Brand: Roots Canada
My 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; Still-life Stylist: Kristina Lerner.
"Connection is our most enduring heritage. By capturing the quiet, authentic warmth of the family unit through a natural editorial lens, we transformed a seasonal collection into a heartfelt narrative of togetherness."
— Campaign Thesis
Homepage Layout
Social Media Assets
