Roots Studio
The Roots Studio initiative was built on a specific strategic provocation: How do we visually articulate the value of a handcrafted, limited-run garment for a discerning global audience? The objective was to move beyond standard industrial imagery, instead focusing on an "Atelier" study that prioritizes tactile storytelling and artisanal heritage. By documenting the workshop as an authentic creative sanctuary, I ensured this exclusive product tier resonated through a sophisticated lens. This strategic orchestration successfully introduced a new artisanal category.
As Creative Director, I architected this brand expansion, introducing a premium product category through a lens of tactile realism. By directing a documentary-style study, I elevated intricate workshop processes to a high-aesthetic level. I orchestrated the end-to-end execution of all campaign assets and social media strategy, successfully directing a consistent, globally resonant brand narrative.
Brand: Roots Canada.
Role: Creative leadership, omni-channel strategy, on-set direction, creative concept and brief.
Seen: Roots.com, social channels, emails and in-store.
Credits: Atelier photography by Cole Janeteas and on figure photography by Zachary Hertzman.
"True heritage is felt in the hands. By bridging the distance between the atelier and the street, we transformed a technical process into a human narrative—celebrating the raw, imperfect beauty of artisanal craft through a lens of elevated, cinematic realism."
— Campaign Thesis
Homepage Layout
Roots Studio— Lunar New Year
As Creative Director, I engineered the visual narrative for the Roots Studio Lunar New Year collection, orchestrating a dual-lens concept to celebrate the Year of the Tiger. My primary objective was to visualize an "Industrial Craft" aesthetic that provided the soulful foundation of the series. By directing monochrome macros to highlight the raw technical mastery of the Toronto atelier, I successfully visualized the brand’s artisanal DNA. I orchestrated the juxtaposition of functional factory lighting with intimate portraits against a bold red backdrop to separate the conceptual studio world from the physical reality of our craft.
Role: Roots Canada.
Role: Creative leadership, omni-channel strategy, on-set direction, creative concept and brief.
Seen: Roots.com, social channels, emails, in-store.
Credits: Photographer: Cole Janeteas.
Homepage Layout
Roots Studio—RCA
As Creative Director, I engineered the visual narrative for this fourth Roots Studio instalment, orchestrating a dual-lens editorial to celebrate the human and mechanical artistry of our Toronto factory. My primary objective was to visualize an "Industrial Craft" aesthetic that grounded the series in technical mastery. By directing monochrome macros to capture the rhythmic precision of our embroidery machines, I successfully visualized the brand’s archival DNA. I orchestrated the weaving of these raw factory scenes with intimate portraits against textured backdrops to bridge the gap between production and modern, artisanal comfort.
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: Cole Janeteas.
