Canada Goose
A content platform dedicated to real stories of real people—each pushing the boundaries in the coldest places on earth.
Worked with Canada Goose over four consecutive seasons to establish a visual territory routed in product functionality and emotional storytelling. Each campaign works to highlight the connections between product benefit, environment and our cast’s unique pursuits.
Using reportage photographers—like Christopher Anderson—we helped pivot the brand from high gloss to a more real and relatable visual aesthetic.
To accentuate the new visual aesthetics, casting pivoted for Canada Goose’s from models to real people with an authentic connection to their product. This brand campaign, “Warmth Without Boundaries” celebrates individual achievements in the coldest places on earth—featured indigenous rights activist Sarain Carson-Fox, arctic explorer Ben Saunders, film director Greg Kohs, dog sled champion Lance Mackey, PBI Researcher Alysa McCall.
Location: Iqaluit
It is a vast and sparsely populated territory, filled with glaciers, ice sculpted mountains, and seas of ice. It experiences a polar climate in most areas, and a very cold subarctic classification in more southerly parts. Nunavut is home to the world’s northernmost permanently inhabited place. A weather station on Ellesmere Island registers the lowest average annual temperature of any Canadian weather station. Nunavut means ‘our land’ in Inuktitut. The capital is Iqaluit, on Baffin Island—our home base for this shoot.
