Canada Goose: “Live in the Open”

Canada Goose was launching their first ever line of footwear,
and they wanted to use 3 ambassadors to do it;
(or as they call them, “forces of nature.”)

I was given liberty to tell their stories in a more abstract way —
a refreshing change of pace from my usual harder-hitting briefs.
The end result? Pure free verse;
about being a pro athlete turned mental health advocate,
about an activist/artist turned new mother, and uh…
about being David Beckham’s son starring in his first big boy campaign.

Are these scripts sublime loose poetry or just nonsensical stream of consciousness?
Who the hell knows, but I know I had a blast the night I wrote them.
It was just me, my laptop, maybe one too many whiskeys, and vibesss.

Made at Virtue (The VICE agency) with Nari Kim and Frank Benavides
Directed by Alex Takács (Young Replicant)
Photography by Misha Taylor
3D Modeling by Cadux
Featured in‍ ‍Ad Age | Adweek | i-D | The Cut | Office Magazine
Recognized byGlossy Fashion Award | 2022 Best Product Launch Campaign for Best Launch or Rebrand