ROOTS CANADA HOLIDAY 2013

To conceptualize, direct and style Roots Canada’s Holiday 2013 campaign. Used company-wide as national advertisements, window campaigns, .com takeover.

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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
- Managed campaign budgets
- Casted and negotiated model contracts
- Hired and directed hair and make-up
- Styled the shoot
Art Direction on-set and post-production editing of the shoot

Photographer: Marlee Maclean

Photographer's Assistant: Tyler Rumi

Hair and MUA: Blair Petty, Judy Inc.

Models: Skylar D., Elite / Liam, Elite