Creative Direction, Design, and Campaign Execution
I worked on this project from inception to completion, sitting in on initial meetings with Roots and helping create this project from the start. My role was initially combing the Roots archives for references, as well as other sources.
I was also part of the team who came up with the campaign concept, one that highlighted travelling Canada and inspired a sense of wonder.
I also helped design a few products, offering suggestions and ideas which made their way into the final designs.
Being a part of this project showed me what a winning project feels like and taught me so much about the entire process from conceptualization to execution.
Creative Direction and Campaign Execution
This was the first campaign I worked on at Adidem, helping to create the concept behind the campaign and find references for shots. This meant combing the internet for interesting images and looking for interesting film stills to use as references. I then used these references and collaborated with our creative team to come up the story behind the campaign and shot list for both the photos and videos
I made the trip to Italy with the team and basically helped wherever I was needed. This included consulting on shots, preparing the garments and even appearing as an extra in a few shots. I also captured images myself, including product shots in the wild and the shot of Oussama (our model) wearing the glasses.
