Mission

Brand campaign to change the perception of Herschel as a wanderlust travel brand. We want to position ourselves differently than our competitors in a witty narrative that speaks to our target market of young travellers.

Concept

Life’s a trip. We want to celebrate the in-between moments of travel, and recognize that travel is about experience and not the destination.

We have a story about our hero rushing to go to her next stop in the elevator, but her elevator ride gets extended with different personalities.

We built a world with all the characters involved, where you developed short stories with each of the cast members that were used for web, digital, and print assets.

Team

Art Director: Leon

Producer: Jessie Teng

Photographer: Stephen Wilde

Videographer: Hayden Rensch

Designers: Carl Gonzaga, Yong-Hee Kim, Jeanne Pineda, and Jordan Kidd

Copywriter: Mia Glasspell

Mission

To successfully launch and introduce our new Hardshell Luggage with a lifestyle-driven / fashion campaign.

Concept

Travellers, not Tourists. We travelled to Vietnam to document the genuine interactions with the locals, while showcasing the new products in use.

Team

Art Director: Leon

Producer: Jessie Teng

Photographer: Stephen Wilde

Videographer: Hayden Rensch

Designers: Carl Gonzaga, Yong-Hee Kim, Jeanne Pineda, and Jordan Kidd

Copywriter: Mia Glasspell

Mission: To present a collection of Herschel products that would be suitable for a quick trip.

Concept: A fun quick trip featuring real friends that shows the vibe of being young and carefree. The product agnostic campaign focuses more on the emotions and lifestyle of the Herschel customer.

Art Director: Leon

Photographer: Stephen Wilde

Videographer: Hayden Rensch

Copywriter: Mia Glasspell

Mission: To showcase Herschel’s elevated Pro Series collection for the back to school season.

Concept: The idea of the campaign is to illustrate the effort and attention to detail that go into perfecting one’s craft. These creatives will appreciate the finer details and features of the elevated collection.

Art Director: Leon

Photographer: Stephen Wilde

Videographer: Hayden Rensch

Copywriter: Mia Glasspell

Mission: To introduce Herschel’s summer festival collection, without explicitly communicating that the products are related to outdoor music festival due to Covid-19.

Concept: “Free to Move” captures the essence of summer, and the ability to move handsfree while our youths embrace the season. All the activities we have chosen to showcase has one common theme: Rhythm.

Art Director: Leon

Photographer: Stephen Wilde

Videographer: Hayden Rensch

Copywriter: Mia Glasspell

Designers: Herschel Design Team

Trail Running Campaign

Mission: To Promote the new Livestock Run Club Collection in a trail running setting to highlight the sense of group exploration.

Role: Art Director, Photographer.

Introduction Campaign

Mission: To Introduce Livestock Run Club and the first Livestock Run Club Collection.

Role: Art Director, Designer, Photographer.

adidas Ultraboost “Mint Chocolate Ice Cream” Campaign

Mission: To develop a cross-platform marketing plan to promote the new sneaker release with adidas at Livestock. Deliverables include an editorial, in-store displays, and mint chocolate chip ice-cream giveaways.

Roles: Art Director, Project Manager.

Photographer: Rupert Aquino (instagram.com/thetaquinofoto).

Designer: Arjel Rivera (instagram.com/vvycer).

Footwear Campaign

Mission: To reintroduce a classic summer sneaker to the streetwear audience of Livestock, based on the concept of young summer love.

Role: Art Director, Photographer.

G-Shock by Livestock Campaign

Mission: To showcase the durability of the new collaborative watch through a variety of outdoor activities.

Role: Art Director, Photographer.

adidas Winter Editorial

Mission: To showcase Livestock’s adidas Women’s Winter collection, by highlighting the models in a setting of those familiar long cold Canadian winter days.

Role: Art Director, Photographer.

Footwear Campaign

Mission: To introduce the new adidas slip-on sneaker, known as the NMD (Nomad), by utilizing the concept of constant movement.

Roles: Art Director, Photographer.

Seasonal Lookbooks

Mission: To produce consistent lookbooks for the premium Canadian menswear brand across multiple seasons.

Roles: Art Director, Photographer, Designer.

Footwear Campaign

Mission: To market the retro New Balance 574 sneakers to Livestock’s audience, by creating assets with a nostalgic vibe.

Role: Art Director, Photographer.

Fall Editorial

Mission: To showcase Livestock’s women’s Fall collection by mixing menswear and womenswear together on clean tonal backdrops that complement each outfit.

Roles: Art Direction, Photographer.

Fall Athletic Editorial

Mission: To promote Fall activewear at Livestock in a laidback setting suitable for the target market.

Role: Art Director, Photographer.

Livestock Workwear Editorial

Mission: To promote Livestock’s collection of classic everyday workwear at a woodworking shop in North Vancouver.

Role: Art Director, Photographer.

Livestock x Brain Dead Campaign

Mission: To promote the first-ever exclusive collaboration.

Role: Art Director, Photographer.

Fall Editorial

Mission: To showcase the {illustrated example’s Fall collection in mid-fall setting, emphasizing on the theme of self discovery and exploration.

Roles: Art Director, Photographer.

Livestock x Arc’teryx Beta SL Campaign

Mission: To showcase the first collaboration between the two brands, by presenting collection in both the city and nature.

Role: Art Director, Photographer.

Footwear Feature

Mission: To highlight the Gore-Tex material on the new adidas EQT sneakers.

Roles: Art Director, Designer, Photographer.

Livestock x adidas Campaign Campaign

Mission: To introduce the new “Rhythm Pack” through different everyday scenarios.

Role: Photographer.

Livestock’s Spring Editorial

Mission: To showcase the Spring collection in both studio and environmental settings.

Roles: Art Director, Photographer.

Accessories Editorial

Mission: To showcase the new Japanese accessories line at Livestock, by highlighting its functionality in everyday use.

Roles: Art Director, Photographer.