Neighbourhood Adventures
The brief was a heritage fall collection. The creative challenge was to make it feel alive — not aspirational in the traditional sense, but grounded in the specific warmth of real neighbourhoods and real people moving through them. The strategy was to trade the controlled studio environment for the street itself, casting locals within their own communities and letting the city do the work a set never could.
As Creative Director, I directed the on-set art direction across multiple urban locations, building a diverse cast of local explorers documented in their natural environments. The visual language — high-contrast, warm, unhurried — was designed to feel like a portrait of the city rather than a lookbook.
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
Social Media Assets
Homepage Layout
