To conceptualize and produce Roots Canada‚Äôs Spring Campaign 'Country Soul' featuring country music artist Emily Reid. As part of the 'What to Wear' series this campaign is part of a larger content strategy in which Roots customers are educated on how to style the brands new arrivals.  Used company-wide as .com takeover.

Selected Responsibilities

  • Conceptualized and storyboarded the photo shoot
  • Recruited, liaised and negotiated with talent and talent management
  • Project managed the shoot and the shooting schedule
    • Scouted and approved locations
    • Managed campaign budget
  • Project managed content across digital and print channels
  • Developed content calendar and work-back schedule for campaign and marketing departments 

Photographer: Zach Hertzman

Stylist: Patrick Davis

Styling Assistant: Marcia Face

Hair & MUA : Anna Baraghesian, Judy Inc.

Digital Art Direction: Michael Saravia