in residence: Kimberly drew
In 2021, I set out with a vision: to pinpoint a brand ambassador who not only encapsulated Canada Goose’s core values of Community, Culture, and Diversity but also held a powerful resonance both nationwide and specifically in the New York City market.
Kimberly Drew emerged as the unparalleled choice. Her unwavering commitment to art, culture, and elevating marginalized voices dovetailed perfectly with our brand ethos. As the first step in our collaboration, I orchestrated an engaging narrative, paving the way for Kimberly's introduction to the Canada Goose social community.
Scroll below to explore the Instagram stories produced in collaboration with Happy Monday, heralding Kimberly's debut as a 'Goose Friend'
Integrating Kimberly into Canada Goose's social community, we invited her to interview COVL, offering a glimpse into our impending interactive out-of-home campaign. Both the introduction and the interview were filmed concurrently, and I was at the helm, overseeing the production of all the social content generated.
As a “Goose Friend,” Kimberly was entrusted with the unique responsibility of curating three NYC-based artists for interactive out-of-home advertisements. Collaborating closely with our media agency, I innovated the concept where each artist's work would undergo a transformation upon interaction from the public. Artists COVL, Bianca Nemelc, and Indie 184 masterfully designed artworks featuring tear-away panels, which, when engaged with, unveiled the inspiring message: “Live In The Open”.
Our collaboration with Kimberly reached its pinnacle at our SoHo store, where we hosted a captivating panel discussion. Kimberly and the trio of artists took center stage, with the conversation steered by BLANC Magazine’s Editor-In-Chief, Teneshia Carr. The event drew in a diverse crowd, including NYC's local media, influential personalities, and loyal fans of Canada Goose.
