Balsem is a unisex apothecary line inspired by the Canadian wilderness and incorporates Canadian sourced botanicals.

Balsem

Objective

Create visuals that animate the campaign’s tagline “Grooming Gone Wild”.

Concept

Using the apothecary brings the experience of the great Canadian outdoor wilderness, indoors. What it would look like if the two collide is the result.

Elements of nature are graphic and re-imagined. The wallpaper is a forest and tree trunks can be cubes.

The mountains are painted as a nod to the packaging, reversed to emulate snow. The product scents were designed to be unisex and smell like the air of a snowy winter day.

The color palette is reflective of what you would see in nature. Accents are used graphically as signifiers of the outdoors. A sunny day is a yellow wall, blue sky through the trees and the minty turquoise counter is a lake characteristic of the Great Canadian Rockies runoff.

Frank And Oak

Art direction in collaboration with Edith Morin

Set + Prop Design | Prop + Product Styling

Plexiglass spruce trees by Robocut

Photography Nik Mirus

Nomad

This high end professional capsule collection is for globe trotting entrepreneurs. All of the pieces were designed to be mixed and matched fit in a single carry on. Design details and high performance fabrics are based on the conception of athletic wear. Wrinkle, sweat, and stain resistant, the high performance collection can be hand washed and hung to quickly dry if need be.

Objective

Differentiate from the competition and refrain from the typical technical sports garment campaign approach, while staying true to the existing branding persona of approachable and casual.

Concept

The overall mood and color palette is derived from a combination of two concepts. The film “Catch Me If You Can” and the graphic elements of public transportation and airport decor from the late 1960s -1970s.

The detail shots highlight the technical features in the same continuous storyline of a graphic sense of movement.

The age difference of the models was cast to be a small play on the character dynamics between the two main actors in the film. For clients to understand the collection isn’t limited to a specific age group.