When Haider Ackermann took over as creative director of Canada Goose we helped him develop Snow Goose, a sub-label that elevated outdoors-wear with serious fashion ambition. This halo informed our campaigns across mainline as well. We worked with iconic fashion and art photographers for a conceptual approach to the feeling of the outdoors. To prove our technical leadership we anchored campaigns on real “expeditions” across terrains and seasons. The guests were Haider’s actual friends, the gamut of creative leaders, along with journalists and social creators. Our team captured the experience and the collection viscerally. This rolled out in real time on social. Followed by in-depth feature articles across the fashion press.
My role: Creative strategy
Agency: Be Good Studios
Executive creative director: Lina Kutsovskaya
Photography / video: Willy Vanderperre
Landscape photography: Keizo Kitajima, Keiko Sasaoka
Styling: Tamara Rothstein
Hair: Anthony Turner
Makeup: Lynsey Alexander
Production: 138 Productions
Casting: Shay Nielsen
Talent: Kadiata Ba, Elliott Jay Brown, Suzi De Givenchy, Thomas Vansteenberghe, Rain, Liborio Black, Lucas Amador, Bambi Nho, Divine Mugisha, Lex Orozco-Cabral, Julia Nobis, Dohyeong Kim, Valentine Alvarez
Creative director / strategist working with global brands and local communities for over 15 years. As co-founder and creative director of Imprint Projects for 12 years I developed ongoing brand platforms for Google, Uniqlo, Levi’s, Sonos, Spotify, Absolut, Soundcloud, and Vans, and nonprofits like the Gates Foundation and The Museum of Modern Art (MoMA). I have since worked with various agencies for clients like Louis Vuitton, Lacoste, Berluti, H&M, Versace, Aläia, Canada Goose, Marc Jacobs, and RCA Records.
Imprint Projects was championed by AdAge (Best Small Agency, Best Agency Culture, Best Experiential Agency), The Drum (Experience Agency of the Year, Brand Activation of the Year), D&AD (Wood Pencil for Branded Documentary), Digiday (Finalist Best Community Building Campaign, Finalist Most Innovative Independent Agency), and Campaign US BIG (Experiential Excellence).
I also founded the bookstore, Family, in Los Angeles, that ran for 15 years, specializing in artists' books, zines, and artist events. I have written about art and culture for Gagosian Magazine, Fantastic Man, Another Man, GQ, the Believer, World of Interiors, and as a guest editor for Paper Magazine. I am author of the books Heads Together: Weed and the Underground Press Syndicate (Edition Patrick Frey) and Handmade Utopia: Back-to-the-Land Architecture in Northern California (DAP / Edition Patrick Frey).