Remembrance Day
This initiative was born from a singular intention: to authentically honour and tribute Remembrance Day through a lens of profound sincerity. The objective was to drive authentic emotional resonance by prioritizing artisanal craft over traditional messaging. By visualizing poppies meticulously hand-formed from paper, I created a textured, 3D visual hierarchy that balanced intimate on-figure portraiture. This strategic orchestration ensured our tribute was defined by dignity and a sophisticated, high-fidelity aesthetic.
As Creative Director, I led the strategy for this silent tribute, prioritizing artisanal craft to drive authentic emotional resonance. By blending on-figure portraiture with poppies meticulously hand-formed from paper, I created a textured, 3D visual hierarchy. I oversaw the end-to-end execution of the typography and handmade narrative, ensuring a clean, contemporary focal point that served as a poignant, global honour for our community.
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 prioritizing 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, human-centric lens that honours the quiet power of remembrance."
— Campaign Thesis