Canada Goose

Feb 2024

Canada Goose presents its 2024 Lunar New Year campaign, an editorial series that integrates traditional symbolic elements with contemporary winter performance apparel. The campaign highlights the collection through a blend of studio-based portraiture and stylized outdoor imagery, featuring structured, sculptural motifs that evoke seasonal motifs. Photographer Oumayma B. Tanfous captures the collection's texture and color palette—ranging from soft pastels to deep neutrals—against bold, saturated backgrounds and geometric framing. Models Elena Hu and Lian Jia front the campaign, showcasing layered outerwear including signature down puffer vests, fleece zip-ups, and hooded jackets. The project utilizes soft light and clean compositions to balance the technical performance materials of the clothing with the thematic narrative of the holiday collection.

Vertical, Commercial, Clean

Soft Light

Outdoor & Performance Apparel

Chinese New Year

Advertising Campaign