Give Comfort
This campaign was born from a specific moment: the 2020 holiday season, when families across Canada were navigating what togetherness could look like in a year that had redefined it entirely. The creative challenge was to meet that moment honestly — to evolve "comfort" from a product attribute into something that felt genuinely felt. The answer wasn't a traditional holiday campaign. It was a documentary.
As Creative Director, I directed eight diverse family bubbles in their own homes, capturing candid portraits that prioritised warmth over polish and authenticity over artifice. Shot in a natural, editorial style, the campaign invited audiences to see themselves — not an aspirational version of the season, but the real one. The result was a unified visual presence across every channel that felt less like a campaign and more like a collective portrait of a country finding its way through a difficult year.
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: Zachary Hertzman; Still-life Stylist: Kristina Lerner.
"Connection is our most enduring heritage. By capturing the quiet, authentic warmth of the family unit through a natural editorial lens, we transformed a seasonal collection into a heartfelt narrative of togetherness."
— Campaign Thesis
Homepage Layout
Social Media Assets
