Embrace the Open
This campaign had a logistical constraint built into its creative DNA: directing a spring collection shoot in Vancouver from a winter-locked Toronto. Rather than treating the distance as a problem to solve, the brief became an opportunity — to trust a talented Vancouver team with a clear, considered creative vision, and let the landscape do what a studio never could.
As Creative Director, I developed the concept and directed the full execution remotely — using detailed creative briefs and high-fidelity direction to capture the specific light and texture of a mild West Coast spring. The Pacific Northwest landscape wasn't a backdrop; it was the point. The collection was grounded in the expansive, unhurried quality of that particular place and season, from city streets to open shoreline. Photography by Alana Paterson.
Brand: Roots Canada.
Role: Creative leadership, omni-channel strategy, creative concept and brief.
Seen: Roots.com, social channels, emails, in-store and window.
Credits: Photographer: Alana Paterson.
"Nature is the ultimate architectural frame. By grounding our heritage staples in the expansive, diverse landscapes of the Pacific Northwest, we transformed a seasonal collection into a cinematic study of place — celebrating the intersection of human resilience and the open horizon through a lens of quiet, grounded realism."
— Campaign Thesis
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