To conceptualize, direct and style Roots Canada‚Äôs Fall 2013 editorial. The purpose of the campaign was to engage a younger demographic and style product to reflect emerging in the marketplace. Used international OOH media, national ad campaigns, window campaigns, .com takeover. 

Selected Responsibilities

  • Conceptualized and storyboarded the photo shoot
  • Researched the emerging trends in the marketplace to position the shoot correctly for the target demographic
  • Project managed the shoot and the shooting schedule of two photographers shooting  still and video simultaneously 
    • Managed the campaign budget
    • Location scouting
    • Casted and negotiated model contracts
    • Hired and directed hair and make-up
    • styled the shoot
  • Art Directed the shoot and the post-production editing of the shoot
  • Worked in conjuncture with the marketing department to create a comprehensive marketing plan to support the campaign
  • Developed content calendar and work-back schedule for campaign and marketing departments 

Photographers: Ilich Mejia/Marlee Maclean

Photographer's Assistant: Tyler Rumi

Styling Assitant: Marcia Facey

Hair & MUA: Blair Petty, Judy Inc. 

Models: Skylar, Elite, Anna, Sutherland Models, Liam, Elite