PROJECT OVERVIEW
Led the creative execution of strategic, high-impact special projects and brand activations at Roots Canada, including experiential retail initiatives, digital innovation, and heritage storytelling. Oversaw significant brand moments such as the Boston Flagship pop-up launch, the innovative 'Northern Lights' holiday campaign, and the creation of the commemorative Roots: 40 Years of Style archival book, effectively elevating customer engagement and reinforcing brand heritage.
CHALLENGE
Roots aimed to strengthen brand differentiation and customer engagement through innovative experiential activations and compelling storytelling. The challenge involved creating unique, immersive experiences that resonated deeply with consumers, driving both immediate engagement and lasting brand affinity.
STRATEGY
• Conceptualized and executed the immersive Boston flagship pop-up store launch, creating interactive spaces showcasing Roots' iconic products and effectively elevating the retail experience.
• Provided design direction for the innovative 'Northern Lights' holiday runway-to-retail campaign, enabling consumers to shop directly from runway presentations in real-time, bridging digital innovation with physical retail.
• Directed and designed the visual storytelling and creative development of the commemorative coffee table book Roots: 40 Years of Style, reinforcing the brand’s legacy and cultural impact.
• Collaborated cross-functionally with visual merchandising, construction, marketing, and digital teams to deliver cohesive, strategic activations across all consumer touchpoints.
NORTHERN LIGHTS
Roots Immersive 2017 Holiday Campaign
"Northern Light' was a first in many respects as a combined virtual and physical fashion show, musical performance by award-winning Sony Music recording artists and a custom-developed app that allowed attendees to shop the runway in real time we broke barriers for attendees who saw the event in person and globally online. Read more at:TeenVogue coverage
Grateful for the opportunity to help shape Roots’ experiential storytelling, brand heritage, and cultural innovation during pivotal moments in the company’s history.
