Shawn Mendes
When Roots collaborated with Shawn Mendes on a custom varsity jacket, the conventional approach would have been obvious: lead with the name, lead with the face. This campaign deliberately went the other way. The brief was to move beyond celebrity imagery entirely and instead build a visual study around the makers — the custom craftsmanship, the bespoke detailing, the quiet artistry of the piece itself.
As Creative Director, I led the end-to-end execution of this campaign, directing an elevated still-life study that put the jacket — not the collaborator — at the centre. Every frame was designed to communicate the intrinsic value of the object: the hand-stitched elements, the considered construction, the details that reward a second look. The result was a premium counterpart to the wider campaign that stood entirely on its own terms.
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: Film: Fela; Photographer: Cole Janeteas; Still-life Stylist: Kristina Lerner.
"Collaborative design is a dialogue between two distinct legacies. By intersecting the raw, industrial soul of our factory with the refined, monochrome aesthetic of modern craft, we transformed a signature collection into an intimate visual study — capturing the quiet power of the process behind the performance."
— Campaign Thesis
Motion
Homepage Layout
