MACKAGE

Brand Image & Global Campaign

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 & TRAINING

CHALLENGE

MACKAGE sought to reinforce its position within the global luxury outerwear market by evolving the expression of its brand ethos, Aesthetics That Protect.

The challenge was to communicate year-round performance and technical credibility without compromising the elevated fashion positioning the brand had become known for, creating a campaign system capable of balancing function, luxury & cultural relevance across global markets and channels.

APPROACH

Grounded in restraint, materiality, and scale, I developed a refined Campaign Framework designed to translate the brand’s core values into a cohesive and globally scalable image system.

Anchored by global brand ambassadors Stella Maxwell & Alexander Skarsgård, the campaign embraced a brutalist visual language that reinforced precision, protection, and modern luxury while sharpening the brand’s international perception.

Rather than relying on overt performance messaging, the creative direction focused on building a more disciplined and emotionally resonant luxury expression, allowing product functionality & brand identity to coexist seamlessly within a culturally elevated visual world.

I led the internal creative process concept through execution, directing the design team and overseeing multichannel GTM deployment across OOH, social, digital advertising, print & PR to ensure consistency and impact across every touchpoint.

IMPACT

The campaign generated strong global visibility and sustained engagement across key channels while reinforcing MACKAGE’s authority within the international luxury outerwear landscape.

The work strengthened brand affinity and desirability, elevated perception across fashion and performance audiences, and contributed to long-term brand equity through a more cohesive and globally recognizable visual identity system.

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.