📁 CANADA GOOSESpring Collection
Role — Creative Director
This project takes a fresh approach to highlight new products, looking beyond the usual to draw from the edges of culture, style, and innovation. Our goal is to challenge expectations, explore new perspectives, and redefine how luxury is presented. Rooted in Canada Goose’s spirit of craftsmanship and curiosity, the campaign embraces discovery—pushing boundaries and telling bold, engaging stories that capture the essence of exploration.
TEAM:
Creative Direction — Phuong Nguyen
ACD — Paige Nuckols
Production — Aaron Weber
Photographer — Frankie Carino
Director of Photography — Jake Magee
Production Design — Pakayla Rae
Styling — Tamara Rothstein
Editor —
Brendan Cook, Jake Schwartz
Sound Engineer — Allen Blickle
Retouching — Sean Rice
Talent — Camille Jansen, Aedan Craner, Morgan Connelee, Will Mcgoran, Peng Chang, Buster Jager, Bob Williams
I. MICRO CLIMATES
Sound on👂🔉
The Micro Climates series transforms product benefits into immersive, real-world scenarios that are both playful and sensorial. Whether it’s showcasing reflectivity against the backdrop of a bustling urban night or pushing the unexpected: each scene highlights performance in a visually striking way. This creative treatment featuring Spring 2025 Rainwear and Lightweight Jackets, brings brand storytelling to life through stills and motion, capturing the essence of function and design. Each product scenario becomes its own “Micro Climate,” a unique space where product features shine in unexpected and elevated ways.
MICRO CLIMATES: COAST
Water moves, but it never breaks through. Slow-motion waves crash and ripple before our talent playfully ran around the shore, as the Cardero rain jacket shielding them from the elements. Close-up shots capture rain droplets sliding off the fabric, highlighting its seamless protection. Ocean spray hits in slow motion—the jacket stays dry, built to withstand the coast’s ever-changing conditions.
MICRO CLIMATES: AIR
Light as air, built for motion. The Hybridge Wide Quilt Jacket drifts down in slow motion, weightless against the sky. Our talent standing with tranqulity as fabric flutters in the wind. Tight shots highlight its premium lightweight down before cutting to a time-lapse of clouds rolling overhead.
MICRO CLIMATES: RAIN
A heavy downpour blurs our view as rain streaks down the lens. Our talent steps forward, wipes it clear, and comes into sharp focus—dry and unfazed in the Rupert rain jacket. Fully seam-sealed, it blocks out the elements as they tighten the hood and move with confidence. Whether running through the rain or standing still as water cascades around them, the jacket proves its purpose: total protection without compromise.
MICRO CLIMATES: WIND
The Harrison Jacket stands against the elements. It flutters on a C-stand atop a windswept hill before our talent steps in, grabs it, and pulls it on. Tight shots capture grass bending in the wind, mirroring the movement of the jacket’s fabric. On a cliffside, the talent braces against the force of the wind, pushing forward with resilience. The final shot lingers on the jacket’s fabric rippling—designed for both protection and style in any condition.
II. HI-VIS
Featuring the parka’s bold, unmistakable color, we capture it from an extra-wide perspective—its vibrant hue cutting through the landscape as a distant figure moves toward the camera. The details remain obscured, but the color commands attention, creating intrigue and excitement for what’s to come.
III. TALENT NOTES
By blending Polaroids and handwritten notes, we bring the editorial model board concept to life—giving our audience a raw, artful peek into the casting and styling process of the campaign.
IV. EXPLORE THE LORE
Our talent has firsthand experience with the environments the collection was built for. Dressed in SS25 gear, they’ll share their outdoor adventures on camera—like near-capsized boats or unexpected storms at sea. These stories come to life through behind-the-scenes footage combined with their voiceovers, creating engaging “mini stories.” Narrative — Clara Maleys, Irene Kahling