Canada Goose

May 2024

For its Spring 2024 ad campaign, Canada Goose pivots toward a refined, purpose-driven narrative that leans into the intersection of heritage apparel and environmental advocacy. Under the sharp creative direction of Haider Ackermann, the campaign trades the brand’s rugged outdoor roots for an exercise in editorial minimalism, utilizing a high-key aesthetic to center the focus entirely on the collection. Captured by photographer Willy Vanderperre, the series features icon Jane Fonda alongside Ackermann in a collection of vibrant, cotton-blend hooded sweatshirts created in collaboration with Polar Bears International. The visual language is defined by a rigorous commitment to simplicity, where the use of a stark, seamless white studio background and crisp studio strobe lighting strips away environmental distractions, allowing the texture of the garments and the strength of the subjects to take precedence. Movement director Stephen Galloway brings a sense of intentionality to the compositions, creating a collaborative, grounded portraiture style that feels both intimate and authoritative. Through the careful styling of signature colors like lime green and deep royal blue, the imagery highlights the structural details of the hoodies while underscoring a message of protection and permanence. This commercial project effectively repositions the label, emphasizing a sleek, modern silhouette while remaining tethered to the brand's core commitment to global conservation and technical excellence.

Commercial, Vertical

Studio strobe