MACKAGE

Aesthetics That Protect

360° CREATIVE LEAD · ART DIRECTION & VISUAL DESIGN

BRAND IMAGE & VOICE DEVELOPMENT · MESSAGING STRUCTURE · CONTENT STRATEGY & NARRATIVE · CAMPAIGN & STORYTELLING FRAMEWORKS

DESIGN DIRECTION · DESIGN SYSTEMS & TEMPLATES · BRAND BOOK & ENABLEMENT · GUIDELINES & STYLE GUIDES · PROCESS IMPROVEMENT · CREATIVE TEAM LEADERSHIP & COACHING

Grounded in the brand ethos Aesthetics that Protect, I developed a refined Campaign Framework that leveraged restraint, materiality, and scale to strengthen luxury brand positioning while articulating year-round performance as a core brand value.

Set within a brutalist visual language and anchored by global brand ambassadors Stella Maxwell and Alexander Skarsgård, the Campaign translated cultural brand codes into a precise, elevated image system designed for global consistency and long-term brand equity.

I led concept through execution, directing the design team and overseeing multichannel GTM deployment across OOH, Social, Digital and Advertising, Print, and PR.

The campaign delivered strong global visibility, sustained engagement across key channels, brand affinity, resonance, and a measurable lift in brand desirability — reaffirming MACKAGE’s authority within the international luxury outerwear landscape.

Echoeing Montreal’s well known brutalist structures, the cinematic campaign has yet another brutalist architectural icon as backdrop, this time located on the Californian coast: one of the projects designed by Frank Lloyd Wright’s son. These imposing structures were also amongst the collection’s inspiration, from the very beginning in its design stage.