Brand Strategy work and Creative Direction for Frank And Oak’s Spring/Summer 2022 sustainable natural-fibre collection, As Nature Intended. I developed the central Campaign Concept and led the Creative & Art Direction, shaping a light, nostalgic Narrative that celebrated the simple pleasures of summer, reframed through the brand’s signature playful and human lens after two constrained seasons.

The work expressed the idea of freedom not through spectacle, but through how the clothes are lived in: movement, ease, and joy across familiar Canadian summer moments. Executed as a two-film series for digital, social and TV, alongside a seasonal photoshoot defining key looks, the campaign refreshed Brand Image, renewed customer excitement, and reinforced Frank And Oak’s positioning at the intersection of sustainability, optimism, and everyday aspiration — driving strong audience resonance and a renewed emotional connection to the brand.