Tatiana Cinquino
The Tatiana Cinquino collaboration was born from a specific textural evolution: How do we celebrate a forty-year legacy by pushing it into the realm of architectural silhouette? Utilizing a contemporary-noir aesthetic, the objective was to evolve the iconic fabric through a cinematic narrative. By employing crisp, directional lighting to highlight the graphic nature of the logo and the structural innovation of each heritage staple, I ensured this celebratory capsule resonated with a design-forward, global audience.
As Creative Director, I led this 40th-anniversary capsule, stripping away colour to focus on the craft behind the garment. By utilizing high-fashion editorial poses and sharp, directional shadows, I engineered a narrative that balanced utilitarian heritage with a modern street-style edge. I oversaw all campaign assets and social media strategy, successfully orchestrating an exclusive, elevated brand energy for a new generation.
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: Charles Graham.
"Iconography is a living archive. By evolving our most celebrated fabric into non-traditional, architectural silhouettes, we transformed a heritage staple into an immersive narrative of modern craft—celebrating forty years of Salt & Pepper through a cinematic, monochromatic lens that honours the sophisticated tension between tradition and avant-garde design."
— Campaign Thesis
