Creative Direction for the launch of Frank And Oak’s Make It Local Project, celebrating the initiative to locally produce a new line of organic cotton t-shirts in Saint-Odilon, Quebec.

The Campaign elevated the brand’s approach to sustainable essentials through an editorial lens, positioning the collection as both thoughtful and aspirational. To honour the first instalment and the brand’s commitment to local artisans, we collaborated with two Canadian artists to create a limited-edition capsule alongside the core collection, with videos highlighting their creativity, individuality, and reflections on living locally.

By connecting product, craft, and storytelling, the campaign reinforced cultural relevance, strengthened brand trust in a new local-production category, and contributed to engagement and adoption among design-conscious customers.