Neighbourhood Adventures
This strategy addressed a singular market challenge: How do we translate a heritage fall collection into a relatable, urban narrative for the modern explorer? The objective was to evolve the brand’s visual language through a lens of warm realism, utilizing street-level casting to create a sense of authentic community. By capturing a diverse cast of local explorers in their natural environments, I ensured the brand story attained international reach while balancing traditional codes with modern utility.
As Creative Director, I led this multi-channel strategy, evolving our fall collection through a lens of warm realism. By directing street-level casting and on-set art direction, I captured a diverse cast of local explorers in their natural environments. I oversaw the end-to-end execution of all campaign assets and social media strategy, ensuring our community could engage with this high-aesthetic, human-centric study of modern utility.
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.
"Adventure is not a destination; it is a state of being. By grounding our heritage staples in the cinematic warmth of the city, we recontextualized a classic collection for the modern explorer—celebrating the intersection of utility and community through an authentic, high-contrast lens that honours the rhythm of the street."
— Campaign Thesis
