Shawn Mendes
This strategy addressed a singular market challenge: How do we communicate the intricate design details of a global collaboration to both a dedicated fanbase and our existing clientele? The objective was to move beyond standard celebrity imagery, instead focusing on a visual study that prioritizes the custom craftsmanship of our varsity jackets. By documenting the specific embroidery and bespoke elements through an editorial lens, I ensured the collection resonated as a premium, must-have apparel category for his community.
As Creative Director, I led this multi-channel strategy, orchestrating a detailed design study for a global collaboration. By overseeing the end-to-end execution of all campaign assets and social media strategy, I engineered a visual narrative that showcased the intricate, custom elements of the varsity jacket. I successfully directed an elevated still-life study, providing a premium counterpart.
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: Film: Fela; Photographer: Cole Janeteas; Still-life Stylist: Kristina Lerner.
"Collaborative design is a dialogue between two distinct legacies. By intersecting the raw, industrial soul of our factory with the refined, monochrome aesthetic of modern craft, we transformed a signature collection into an intimate visual study—capturing the quiet power of the process behind the performance."
— Campaign Thesis
