Moose Knuckles FW25 Global Campaign Ryan Lewis.mp4

Make them want in.

BRAND STRATEGY AND MARKETING CONSULTANCY

PREVIOUSLY AT

MOOSE KNUCKLES · CANADA GOOSE · SAKS FIFTH AVENUE · JIMMY CHOO

previous projects

GLOBAL IDEA. LOCAL POINT OF VIEW. Moose Knuckles City Guides

A social-first extension of the FW25 campaign that translated one global brand idea through local tastemakers across Montréal, London, New York and Seoul — creating consistency without making every market look the same.

02

CREATORS AS CREATIVE PARTNERS Moose Knuckles × EVISU / Williams Twins

Moving beyond the traditional influencer brief by giving emerging filmmakers the Williams Twins room to interpret the collaboration through their own creative lens — turning influence into original brand storytelling.

03

INFLUENCE AS A GROWTH ENGINE

Creator strategy built around smarter casting, disciplined economics and content designed to travel — from creator channels into organic, paid and the broader brand world.

04

BRAND AS CULTURAL PLATFORM

Canada Goose at Sundance Film Festival A multi-year experiential platform embedding Canada Goose within the film community through hospitality, programming, talent and product — turning a sponsorship into a credible place within culture.

01 / 04

GLOBAL IDEA. LOCAL POINT OF VIEW. Moose Knuckles City Guides

A social-first extension of the FW25 campaign that translated one global brand idea through local tastemakers across Montréal, London, New York and Seoul — creating consistency without making every market look the same.

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case studies

01

SUPERGOOP! — LIFE UNDER THE SUN

Supergoop made sunscreen fun. This speculative brand strategy explores what comes next: evolving its distinctive mix of optimism, play and science-backed performance into a broader masstige world built around how people actually live under the sun—from city streets and running culture to travel, beauty and the slopes.

02

From Creator Equity to Brand Equity

I created this independent speculative case study after identifying a public trademark filing for Boyfriend Cosmetics, a signal that Jamison Lange may already be exploring a move into beauty. Rather than simply imagining what the branding could look like, I used that signal as the starting point for a larger strategic question: how do you turn creator trust into a scalable business?

01 / 02

SUPERGOOP! — LIFE UNDER THE SUN

Supergoop made sunscreen fun. This speculative brand strategy explores what comes next: evolving its distinctive mix of optimism, play and science-backed performance into a broader masstige world built around how people actually live under the sun—from city streets and running culture to travel, beauty and the slopes.

Go to link

02

From Creator Equity to Brand Equity

I created this independent speculative case study after identifying a public trademark filing for Boyfriend Cosmetics, a signal that Jamison Lange may already be exploring a move into beauty. Rather than simply imagining what the branding could look like, I used that signal as the starting point for a larger strategic question: how do you turn creator trust into a scalable business?

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