CHACE FEDOR

ROLE: CONCEPTION, STORY, CREATIVE DIRECTION, ART DIRECTION, VIDEO PRODUCTION, COPYWRITING,
DELIVERABLE: VIDEO, STILL, COPY
DATE: JULY 2019

INTRO

The collection uses a first of its kind ultra-fine Merino Wool and was designed and manufactured exclusively for the Japanese market. The integrated campaign included a brand film, print editorial, and billboard display in Omotesando station. The story follows two real-life couples as they traverse the diverse landscapes of Japan, immersing themselves in the artistic beauty of the Enoura Observatory and the architectural wonders of Tokyo, connecting with their environment and each other along the way. Their journey showcases the Lofted Wool collection’s functionality and reliability and the promise of adventure and seamless movement through the environment.

SUMMARY

As part of Canada Goose’s aggressive expansion in Japan, they produced a collection of parkas using a first of its kind ultra-fine Merino Wool designed and manufactured exclusively for the Japanese market. This collection was created to satisfy an appetite for front zip fleece type parka to remain competitive in Japan all year round. As the Japanese consumer of Canada Goose is more fashion and style conscious than average, we were tasked to help craft a creative campaign to reflect the brand’s new image and place in the market.

THE CHALLENGE

Canada Goose is top of mind in all outerwear categories but has yet to embrace its place in the high-end luxury fashion space. Tokyo and Japan as a whole are one of the largest and most discerning luxury fashion markets in the world, so this was the perfect opportunity to communicate the brand to them. The question was: How do we craft a creative campaign that speaks the luxury language while still maintaining Canada Goose’s longstanding connection to the outdoors?

SOLUTION

We approached the project with fashion, function, real people, and the outdoors as guiding principles. The result is a chic and emotional integrated campaign that speaks to Canada Goose’s Japanese consumer through familiar landscapes, dynamic cinematography, and luxurious sensibilities.