CHALLENGE
Brands like Canada Goose and Moncler are too expensive for the high-street consumer to purchase, so they look to Zavetti Canada as the more affordable option. These consumers are fashion aware but not fashion educated. Launch an Autumn/Winter jackets campaign for Zavetti Canada.

EXECUTION
Keep it simple. This campaign required two things: 1. The jackets and 2. A premium location. I chose to go to the Isle of Skye to photograph our models against the epic scenery. The brief to my team was simple: Focus on making the product look good in the outdoors. Key things to consider were having a bold and confident attitude across the models and their poses without looking too cheesy. Photography needed to be clean and crisp with a focus on the product but the location as a bonus. We definitely made sure to capture some epic shots, which became the hero imagery for the campaign. This campaign was rolled out across social, e-commerce and retail.

ROLES
Client: Zavetti Canada
Creative & Art Direction: Mario Vaz
Production: Liv Johnson
Photography: Phill Splaine
Styling: Alissa O’Malley
Retouching: Si Shirley
Models: Brandan / Ted