FRANK & OAK

Brand Film & Narrative System

FULL-SCOPE CREATIVE DIRECTION · BRAND LEADERSHIP & STRATEGY · STORYTELLING & NARRATIVE FRAMEWORKS · POSITIONING · AUDIENCE & CUSTOMER ARCHETYPES

BRAND IMAGE & VOICE REFINEMENT · 360° ART DIRECTION & VISUAL DESIGN · CASTING DIRECTION

CHALLENGE

Frank And Oak approached what was initially intended to be an evergreen brand video, but the opportunity called for something more enduring and culturally resonant. At a time when brands were increasingly optimizing for short-form attention, the challenge became creating a long-form narrative capable of building deeper emotional connection while strategically expressing the full breadth of the brand’s identity, values, and lifestyle positioning.

APPROACH

I developed a culturally grounded storytelling concept, Inspire Better Living, profiling a group of talented Canadians across art, design, music, and lifestyle (Nico Williams, Karaba, Vallée Duhamel, Pinard et Filles) whose practices closely reflected Frank And Oak’s commitment to sustainability, community & considered living.

Drawing on social & cultural currency, I shaped the Storytelling & Narrative Framework and led the Visual Direction to ensure each story aligned cohesively with the brand’s long-term vision and aesthetic language.

Rather than pursuing fragmented short-form content alone, we intentionally leaned into slower, more human storytelling, creating a film designed to feel authentic, emotionally clear, and lasting in impact. The long-form narrative then became the foundation for a broader content ecosystem, with tailored edits developed for organic & sponsored distribution across channels.

IMPACT

From concept development through execution, the work prioritized restraint, authenticity, and cultural relevance while strategically showcasing multiple facets of the brand universe, resulting in work that reinforced the brand’s support of local talent while inspiring aspirational yet responsible lifestyles.

The project strengthened cultural relevance and audience connection, elevated brand aesthetics, contributing to sustained brand affinity and resonance across existing and emerging communities, with significant lift in social and ECOMM metrics.