The Sweatstyle: Season III campaign was born from a specific artistic manifestation: How do we evolve our most successful seasonal series to resonate with a new, global student collective? The objective was to lead an editorial direction for this third installment, featuring a fresh crop of influential talent like Jazz Cartier and Charlotte Cardin. By directing a visual story where each look was meticulously tailored, I ensured the collection felt like a medium for self-expression.
As Creative Director, I led this multi-channel campaign to launch our Fall collection for a global Back-to-School audience. By tailoring every look to the unique personality of each artist, I engineered a sophisticated editorial narrative of self-expression. I oversaw all campaign assets, ensuring every digital touchpoint celebrated a design-forward evolution that resonated across the international stage.
Sweatstyle: Season III
Brand: Roots Canada.
Role: Creative leadership, on-set direction, creative concept and brief.
Seen: Roots.com, social channels, emails, in-store, print, out-of-home and window.
Credits: Photographer: Zach Hertzman.
"Expression is a shared medium. By intersecting the elevated, artistic journey of the modern performer with a disciplined heritage aesthetic, we transformed a signature collection into a dimensional narrative of creative manifestation—celebrating the power of the Canadian collective through a cinematic lens that honours the sophisticated tension between personal identity and the global stage."
— Campaign Thesis
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