Sweatstyle - Season IV
The back-to-school brief is one of retail's most familiar creative challenges — and one of the easiest to do badly. For Season IV of Sweatstyle, the strategy was to reframe "success" entirely: not as academic achievement, but as artistic identity. The campaign was built around Charlotte Day Wilson, Killy, and bülow — three Canadian artists at different stages of their creative journeys — using their stories to give Roots' heritage fleece and varsity jackets a cultural context that a conventional back-to-school campaign never could.
As Creative Director, I developed the dual-narrative concept and directed the full on-set execution — building two distinct visual worlds within the same shoot. Theatrical stage gels and deep shadows created the charged atmosphere of the live performance space; a more intimate studio setting captured the quieter, more personal side of the artist's world. The tension between the two was the campaign.
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: Norman Wong.
"Culture is a rhythmic dialogue. By intersecting the raw, sonic energy of the modern stage with a disciplined heritage aesthetic, we transformed a signature collection into an immersive narrative of self-expression — celebrating the power of the Canadian collective through a cinematic lens that honours the sophisticated tension between the artist's journey and the global spotlight."
— Campaign Thesis
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