Remembrance Day
Remembrance Day isn't a brand moment. The creative challenge was to acknowledge that honestly — to find a way for Roots to participate in a national act of remembrance without the campaign feeling like participation for its own sake. The answer was to remove messaging almost entirely and let a single, handmade object carry the weight: poppies hand-formed from paper, shot with the same care and craft the day itself demands.
As Creative Director, I developed the concept and oversaw the full execution — directing the still-life art direction and typographic treatment with a guiding principle of restraint. The handmade poppies became the visual centrepiece: textured, intimate, and entirely free of commercial noise.
Brand: Roots Canada.
Role: Creative leadership, creative concept and brief
Seen: Roots.com, social channels, and emails.
Credits: Still-life Stylist: Kristina Lerner.
Homepage Layout
Omnichannel Email Layout
"True honour is found in the details of the hand. By prioritising artisanal craft over commercial messaging, we transformed a national moment into a poignant visual tribute — celebrating a legacy of sacrifice through the tactile beauty of hand-formed paper poppies and a disciplined lens that honours the quiet power of remembrance."
— Campaign Thesis