Brand Strategy Development alongside Creative Direction for Frank And Oak’s Winter Spectrum Campaign, promoting their sustainable technical outerwear and natural fibre winter collection. The Campaign combined playful editorial Storytelling with purposeful Brand Messaging, celebrating conscious explorers and nature lovers while reinforcing the brand’s commitment to sustainability, performance, and technical innovation.
I crafted the Visual Narrative and oversaw all campaign touchpoints to ensure cohesion across digital, social, OOH, and print channels, highlighting both style and functional attributes of the collection.
The Campaign refreshed brand imagery, strengthened audience connection, and positioned Frank And Oak at the intersection of contemporary fashion and purpose-driven outdoor lifestyle.
FRANK & OAK
Winter Spectrum Campaign
FULL-SCOPE CREATIVE DIRECTION · BRAND IMAGE & VOICE DEVELOPMENT · 360° ART DIRECTION & VISUAL DESIGN · CASTING DIRECTION
CONTENT STRATEGY & DESIGN · CAMPAIGN LEAD · NARRATIVE & STORYTELLING FRAMEWORKS
DESIGN DIRECTION · PROCESS IMPROVEMENT · CREATIVE TEAM LEADERSHIP & COACHING
Still Life Visual Content:
Landing page for the launch of the collection’s second instalment: the Apex Technical Winter Parka as the warmest sustainable outerwear piece of the collection made from recycled polyester and cruelty-free filling.
We partnered with a nordic explorer to produce real-life content and test the parka in the coldest of climates.
Winter outerwear email campaign
Editorial ECOMM Segment:
Credits
Models: Elizabeth (@Lizbell), Tenzin (@NEXT), Fred, Carmel (@Another Species), Inez (@Humankind), Natasha (@BnM)
Photo & retouching: Amelie Chiasson
Graphic design: Sarah Lamarche
Copy direction: Anne-Sophie Lambell
Lighting: Neal Hardy
Photo assistants: Fred Boudreault, Mylène Castilloux
Video team: Gerardo Alcaine
HMU: Mayillah Ezekiel, Jess Cohen (@Humankind)
Prop styling & set team: Gwyn Kirby
Production: Le Répertoire