Creating a Travel Magazine

Super Bonjour guided Herschel away from their regionalist identity, and placed them in a global community. We used the magazine to reposition the brand, while working with our network to generate lasting ties with creatives and travelers. Vol 1: Islands — a theme explored geographically and metaphorically.

Scope

360 Content Strategy —
We took on the full scope of the project from editorial lineups, commissioning original content, social media meta accounts and branded Google Docs. We planned a launch event, during the LA Art Book Fair, on Echo Park’s island and a 1-800 number connecting callers to the sounds of island life.

Brand Positioning, Creative Direction
Production, Theme Development, Contributor Outreach
Pagination & Flatplan, Art Direction, Editorial Design
Print Management & Distribution Strategy
Event & Activation

Contributors

Imogene Barron, Ryan Daniel Browne, Eva Cremers, Natasha & Dino Forte, Michelle Maguire, Meaghan Way, Kelsey McClellan, Ashley Oliveri, Catherine Potvin, Marie H. Rainville, Houmi Sakata, Victoria Sieczka, Aileen Son, Oumayma Ben Tanfous, Stephanie Mercier Voyer, Stephen Wilde, ​​Nico Young
Sacha Jackson, Editor

Featuring Hana Vu, Danny Smiles, Bradley Sheppard, Amélie Rousseaux, Apolla Echino, Maxime Bayol, Marc Cefalu

Awards
Editorial, Entire Publication — Applied Arts 2021
Design, Éditorial — Concours Idéa 2021

Brand Platform & Campaign Strategy

Establishing the brand’s storytelling style meant immersing ourselves in Osei Duro’s process and day-to-day out of the Accra studio in Ghana. We dove deep, via workshops and collecting insights, to inform the brand’s expressions in photography, casting, styling, tone and content. These images are from their 2019 campaign, shot on location with emerging local talent.

Scope

Deep Dive & Immersion —
Factory and textile print shop visits and day-to-day operations

Brand Audit & Strategy —
Review of all the content to help establish a new strategy,
workshops and brand platform

2019 Campaign Shoots —
Creative Direction
Pre-production & On-set Direction
Campaign Shoots, on location
Lookbook Direction

Credits

Campaign Photography Kay Kwabia
Film Photography Super Bonjour
Sets & Props Osei Duro, Super Bonjour
Styling Osei Duro, footwear and accessories sourced from Kantamanto Market
Models Eyiwaa, Amisum, Julee, David
Shot in Accra, Ghana

Brand Campaign Strategy

Capturing the often overlooked in-between moments at home, our creative strategy positioned Fable’s identity as slow, artisanal luxury. We defined codes that felt unique to Fable for a proprietary sense of refinement and emotionally engaging storytelling — while steering them away from a generic DTC look.

Scope

Brand Audit & Campaign Strategy —
Review of the photo content on digital channels to establish a new strategy

2020 Campaign Shoot —
Creative Direction
Pre-production & On-set Direction
Ecomm Direction

Credits

Campaign Photography Mathieu Fortin
Campaign Videography Gerardo Alcaine
Sets & Props Audrey St-Laurent
Retouching & E-commerce Photography Bonesso Dumas
Copy Sacha Jackson
Produced & Shot at Studio L’Éloi, Montréal

Positioning & Seasonal Campaign Direction

A fresh take on everyone’s favourite backpack, we repositioned Herschel’s PNW roots: moving them out of the forest and into the world. Tapping into transformative travel, we explored the trip itself. How? Each season we discovered a new city with soul and a neighbourhood with community to tell stories about stepping outside and connecting to culture.

Scope

In a creative partnership with their internal team, we supported their brand strategy by developing a distinct approach to seasonal versus product campaigns and a go-to-market strategy (drops and partnerships).

Creative Direction
Campaign Strategy
On-set Direction

Credits

This edit includes images from various seasons
Photography Stephen Wilde
Styling Mila Franovic, Tiana Franks
Sets & Props Oliver Stenberg
HMU Maxine Munson, Becca Randle, Maria Walton
Production Marta Sanderson, Pip Groom, Robyn Farnham
Shot in LA, London & Vancouver

(Re)Brand & Identity System

We had deep and honest conversations as we took the founders through Brand Therapy™. We busted the myths of a dated industry culture and uncovered their unique positioning. It informed a comprehensive ecosystem for Nine Point’s identity — elevated branding, a bold website and engaging social content for the future of progressive lifestyle and cannabis brands.

Scope

Our strategy evolved Nine Point’s brand identity into a complete ecosystem,including branding, design, direction, tone and photography.

Brand Strategy
Creative Direction
Identity & Digital Design
Voice & Messaging
Art Direction
Off-figure Sets & Props

Credits

Voice & Copy Sacha Jackson
Photography Jennifer Latour
Styling Leila Bani
HMU Karin Shoji

Launch & Brand Campaign

The body says what words cannot. Focusing on women's movement, the HIRRS launch campaign aimed to express a vulnerable, artful and quietly powerful voice that needs to be heard. Our direction countered traditional beauty ideals and challenged the male gaze. Bringing together an all woman crew, our approach updated the representation of women’s bodies.

Scope

Supporting their slow fashion ethos, we worked with the founders to establish a creative direction designed to last.

Creative Direction
Art Buying
Casting
On-set Direction

Credits

Photography Jennifer Latour
Assist. Emilia Kalka
Styling Lelia Bani
HMU Maxine Munson
Models Iman, Kiko & Rhi

Scope

Operating on a foundation of trust means we can experiment and take risks. The conceptual directions we define each seasonal are self-aware and researched. We pull from cultural events, behavioral trends and the ever shifting collective understanding of the world we live in. We invite new talent to the set, making sure we tell the story from a place of relevance and inclusivity.

Scope

Having history with the brand and team, SB x LB share a lot of trust and respect. As their campaign partners, we have had the pleasure to support their brand leaders and creative team.

Creative Direction
Campaign Strategy
Casting
Art Buying
On-set Direction
Seasonal Design Direction

Credits

Photography Melissa Gamache, Pegah Farahmand, Carlo Calope
Assist. Renaud Lafrenière, Patrick Custo-Blanch, William Cole, Jeremy Bobrow, Aljosa Alijagic, Don Loga
Styling Frederique Gauthier, Tinashe Musara, Assist. Leah Grantham, Haji Maa
HMU Cynthia-Christina Cadieux, Marianne Caron, Léonie Lévesque,
Assist. Ana-Maria Cimpoia, Claudine Jourdain
Models Jefferson, Sophie, Jade, Celeste, Mustapha, Sheida, Damian, Miranda, Megane, Chelsea, Miles, Soukayna
Sets & Props Michaël Ho, Marie Hélène Lavoie
Production Kristia Louis-Seize, Studio L’Éloi, Little Burgundy Shoes

New Product Launch OOH Campaign

When concepting for this launch, we landed on a strategy to revive RISE’s cultural relevance. Defining their creative pillars as emotion, vibrancy and wonder, we invited the audience to feel intellectually stimulated, and walk away with a story. Anchored in playful escapism, the campaign spoke to the perennially curious as a physical manifestation of indulgence.

Scope

We built a creative strategy which recognized that the brand is larger than the product. Working in tandem with the brand strategist we developed an integrated campaign (photography, video, microsite direction, OOH design, event programming including guests and speakers, invitation design, and social media assets).

Creative Direction
On-set Direction
Design
Event & Activation

Rise Kombucha

Photography Mathieu Fortin, Nik Mirus
Assist. Alexis Belhumeur, Aljosa Alijagic, Jeremy Bobrow
Styling Marianne Dubreuil
HMU Nicolas Blanchet
Sets & Props Audrey St-Laurent
Brand Strategy Marissa De Miguel
Models Nicholas, Hawa, Yvan, Lina
Produced & Shot st Studio L’Éloi, Montréal
Graphic Design Assist. Vanessa Bourgault

Campaign Strategy

We translated Kombi’s 60+ years of family history into vibrant, engaging images that invite all to join the fun. Partnering with them to myth bust performance and elitism in the outdoor space, we built a positioning around participation, play and inclusion. With Kombi, it’s a family thing.

Scope

As Kombi’s strategic and creative partner we supported their internal team throughout campaign development from concept to production. Additionally, we supported the brand to shape their customer facing personality.

Creative Direction
Campaign Strategy
Concept
Voice & Messaging
Casting
Art Buying
On-set Direction
Seasonal Design Direction
Production

Credits

Photography Kelly Jacob, Assist. Renaud Robert, Tom Berthelot
Videography Matt Charland, Oli Chapo
Styling Izabel Soucy, Assist. Samuel Joubert
HMU Valeria Amirova
Models Sam, Juliette, Jade, Cole, Rokko Riders
Catherine Perrault, Antoine St-Hilaire, Julien Gauthier, Jacob Gagnon
Producer Jade Fortin Côté, Assist. Alexis Gauvin B.

Air Max Will Selviz

As part of the North American Nike campaign to revive the cultural caché of Air Max, we were brought on as the Canadian team. The images, featuring multimedia artist Will Selviz were rolled out at Nike and Foot Locker, in-store and online, and to launch Air Max Day.

Scope

Working closely with the in-house leads, we were on set in Vancouver to art direct and liaise with the Portland and NYC teams.

Credits

Vancouver Team —
Talent Will Selviz
Photography Conor Cunningham
Assist. Rob Seebacher, Mats Schram, Donnel Barroso
Styling Leila Bani, Assist. Masha Pazhouh, Deo Cruz
HMU Christopher Deagle
DOP The Pool Service
Production Design Hank Mann
Sets & Props Freddy Harder, Lauren Barrufa
1st AD Richard Amies
Production Blue Amber, Vancouver

Credits

Photography Kelly Jacob, Akina Chan, Briggs Ogloff, William Arcand, Marie H. Rainville, Assist. Don Loga, Emily Velasquez Gilbert, Kyle Gibson, Alex Guiry, Axel & Jacques Palomares, Greg Beck
Videography Gerardo Alcaine
Styling Tinashe Musara, Leila Bani, Tiana Franks, Frédérique Gauthier, Izabel Soucy, Assist. Eunice Huot, Alyson Holler
Sets & Props Evelyne Morin
HMU Ashley Diabo, Maxine Munsun, Maria Walton, Alana & Maddie Alper, Léonie Lévesque, Claudine Jourdain
Models Ivy, Jamil, Ludovie, Kevin, Simone, Zacc, Anastasia, Tatenda, Shade, Whitney, Ciana Yekta, Chanel, Noémie Jérôme, Naomy, Adams,
Production Aaron Van Dyck (Vancouver), Kristia Louis-Seize (Montréal)

Creative Direction & Brand DNA

We updated the brand strategy to support the client’s shift from trend retailer to a purpose-driven brand. We brought significant changes to the DNA, resetting them on a foundation of inclusion, a community-first approach that is still true to the brand today. Extending these values behind the lens with the crew and talent allowed us to prove the Call It Spring family is real.

Scope

As the once-upon-a-time in house, we go way back. Our history, trust and deep understanding of their business reality positioned us as long-term partners.

Creative Direction
Brand Strategy
Messaging Casting
On-set Direction
SB Secret Sauce Shot List
Shoe Face Ratio™

Credits

This edit includes images from various seasons.
Photography Tim Barber Styling Imogene Barron
Sets & Props Sean Daly
HMU Nikki Providence, Sandy Ganzer, Danielle & Nicole Kahlani
Models KC, Dronme, Sandrine, Shaheem, Barbie, Julian, Christie, Alexis, Bella,Sahra, Josiah
Production The Production Club, Jade Jean-Marie, Natasha Forte, Camp Productions
Shot on location in LA & London

Creative Direction & Design

How do you begin with a sound and create imagery that speaks to the emotion and personal message of a song?
With Louise Burns, coming to terms with teen stardom led her towards heartbreaking introspection and her fourth album, Portraits. Our creative direction recognized her growth and spoke to the strength of being a grown ass woman.

Scope

We worked collaboratively with Louise to define her new look and build the team to help create it.

Creative Direction
On-set Direction
Graphic Design

Credits

Photography Jennifer Latour
Styling Redia Soltis
HMU Taylor Smits, Harriet Sales

A Photo Essay on Slow Fashion

Through our relationship with Osei Duro, we
experienced something beyond a typical partnership.
We collaborated with creatives in many cities, travelled and immersed ourselves in different realities, and challenged our understanding of (slow) fashion. It fundamentally changed our understanding of the industry, our practice and our impact.

Credits

Campaign Photography Jessica Sarkodie, Mathieu Fortin
Film & Travel Photography Super Bonjour
Sets & Props Osei Duro, Super Bonjour
Styling Osei Duro, Jay Forest
HMU by Alana & Maddie Alper
Models Nuerki, Penny
Shot in Montréal and in various locations around Accra, Ghana

Brand Positioning & Campaign Strategy

As their creative partners, we worked with the in-house team to course correct their positioning vis-a-vis a booming wellness industry. We refined a proprietary take on self-care and rituals, updated their overall design codes to inform their campaigns, packaging, tone and OOH messaging.

Scope

Creative Direction, Campaign Strategy, Art Buying & On-set Direction
Video Storyboarding & Direction
Packaging Design

Credits

This edit includes images from various seasons
Photography by Mathieu Fortin
Assist. Martin Lacroix, Marc-André Dumas, Carlo Calope,
Gerardo Alcaine Sets & Props Evelyne Morin, Audrey St-Laurent
Production Studio L’Éloi, Montréal

Campaign Concept & Storytelling

For the love of dad — a feminist take on Father’s Day, updating how men are portrayed. Inspired by Linda McCartney’s family photos, our concept was anchored in the compassionate and tender gaze of a partner. Challenging the outdated codes of masculinity, we analyzed what it means to be a father (figure) today and crafted a love letter to the true spirit of fatherhood.

Scope

Sometimes, casting needs to happen on both sides of the lens. We reached out to our community to find the right pairing of family and photographer.
Partnering with our favorite London-based photographer, Imogene Barron, we captured sweet father-daughter moments at the Jean-Marie home.

Creative Direction
Messaging
Casting
Art Buying
Virtual Art Direction

Credits

Photography Imogene Barron, Assist James Giffiths
Styling Imogene Barron, Assist. Alicia Ellis
London Production Jade Jean-Marie
Vancouver Production Aaron Van Dyck
Featuring The Jean-Marie Family — Leon, Iggy & Milou
Shot on location in London

OOH Campaign Direction

Starting from a copy brief, we rooted this concept in emotional insights, designed to unite. Capturing that very moment of transformation — the feeling of achieving a new personal best — we called in a community of lunchtime athletes and introducing them to their new favorite retailer.

Scope

We joined the in-house team to develop an awareness campaign for multiple cities and new markets.

Campaign Strategy & Qualitative Insights
Storyboarding, Casting & On-set Direction
SB Secret Sauce Shot List

Credits

Photography by Mathieu Fortin, Assist. Aljosa Alijagic, William Cole
Styling by Farah Benosman, Assist. Marianne Blais & Pascale Tessier
Sets & Props Mathilde Beaudoin-Tessier, Jean-Philippe Pelletier
HMU Valeria Amirova, Assist. Marie-Pier Tardif
Models Sheida, Noémie, Diizon, Amélie
Production Jordan R. Bruneau, Madame Brown
Shot at the Olympic Stadium, Montréal