Kindred Moments Campaign

Creative and Campaign Direction for a seasonal brand story capturing the emotional weight of November in Canada — the moment before winter fully sets in, when people instinctively seek comfort, warmth, and connection.

Built around this shared state of mind, I shaped a narrative that framed clothing not just as functional layers, but as emotional essentials — sustainable pieces chosen as acts of care and self-gifting.

Through restrained, intimate visual storytelling, the campaign translated feeling into form, positioning knits and core wardrobe pieces as symbols of comfort and quiet preparation for the season ahead. The work resonated strongly across audiences, contributing to a notable lift in knitwear performance for both women’s and men’s categories throughout the season, from Black Friday throughout Q1, while reinforcing Frank And Oak’s authority in thoughtful, emotionally driven quality design.