CG: FW18

Campaign or product test? We traveled to Canada’s easternmost point—Newfoundland—to test the island’s said eight seasons.

Environment is by no surprise the starting point of almost all Canada Goose product. To introduce Canada Goose’s thermal knitwear and lightweight down collections, we traveled to Cape Spear to experience changes in light, sun, and warmth—from sunrise to sunset—and to show how knitwear and lightweight down regulates body temperature throughout the day for comfort in any temperature or environment. Targeted warmth where our bodies need it most, ventilation and breathability where we need to stay cool. Canada Goose is warm where you need it.

Asset capture consisted of three types: environment, on-figure and product details. Each day, the sun first touches the shores of Canada at Cape Spear in Newfoundland, the country’s Easternmost point, making it the perfect location to nod to thermal energy.

Photographer: Christopher Anderson
Stylist: Soraya Dayani
Agency: Spring Studios

Knitwear

 “Light and color for me are characters in my images, not just design elements.”

CHRISTOPHER ANDERSON
Photographer

Lightweight Down

Showcasing packability & versatility across multiple landscapes was key in reaffirming functional leadership and to demonstrate meaningful differentiation across product offering—ie. lightweight, compact and highly packable nature of product for traveling.

Environment as a cast member…