To conceptualize, manage and produce Roots Canada‚Äôs Summer 2014 #Sweatstyle Campaign. The purpose of the campaign was to engage Canada's notable influencers and style-makers and leverage on their audience. Used company-wide as national advertisements, outdoor media, window campaigns, .com takeover and social media campaign.





Selected Responsibilities

  • Conceptualized and storyboarded the photo shoot
  • Researched the emerging bloggers and influencers in the marketplace to position the shoot correctly for the target demographic
  • Project managed the shoot and the shooting schedule 
  • Casted and negotiated brand ambassador contracts
  • Worked in conjuncture with the marketing department to create a comprehensive marketing plan to support the campaign via social media
  • Liaised with each influencer during campaign to insure social media engagement across all channels
  • Developed content calendar and work-back schedule for campaign and marketing departments 

Photographer: Ilich Mejia

Videography: Marlee McLean

Stylist: Patrick Davis

Hair & MUA: Anna Barghashian, Judy Inc. 

Digital Art Direction: Michael Saravia