APPROACH

I led the Creative Direction for the launch, shaping an editorial-driven campaign that connected product, people, and place through a human & culturally grounded lens.

To support the first instalment of the initiative, we collaborated with 2 Canadian artists on a limited-edition capsule collection alongside the core line. Through film & storytelling, the campaign highlighted their creative practices, individuality, and perspectives on living and creating locally.

The work balanced product storytelling with cultural narrative, positioning local manufacturing not as a trend, but as a natural extension of the brand’s values and community-driven approach.

IMPACT

The campaign strengthened Frank And Oak’s credibility within local and responsible production while expanding the emotional and cultural relevance of its essentials category.

By connecting craftsmanship, creativity, and storytelling, the work increased engagement with a design-conscious audience and helped establish stronger trust and desirability around the initiative.

FRANK & OAK

Make It Local Project

FULL-SCOPE CREATIVE DIRECTION · BRAND STORY & VOICE DEVELOPMENT · 360° ART DIRECTION · STORYTELLING

CONTENT STRATEGY · CAMPAIGN LEAD · NARRATIVE & STORYTELLING FRAMEWORKS

CHALLENGE

Frank And Oak’s Make It Local initiative marked the brand’s move into locally produced essentials, with a new line of organic cotton t-shirts manufactured in Saint-Odilon, Quebec.

It was imperative to communicate local production in a way that felt culturally relevant and aspirational, elevating everyday essentials beyond sustainability messaging alone while building trust and connection around craftsmanship, locality, and intentional production.