INTERACTIVE SHORT FILM - 'OUT THERE'

In recent years, Canada Goose emerged as one of the hottest luxury brand in fashion without mass advertising. Despite its widespread recognition, few knew what the brand was about. Made for the most extreme conditions and arctic-tested by explorers, scientists, and filmmakers, Canada Goose outerwear embodies resilience.

We launched their first global brand campaign with an interactive digital experience aimed to unveil the brand's 60-year legacy. Collaborating with Oscar-winning Canadian filmmaker Paul Haggis, we crafted a short film featuring real-life stories of those who wore the iconic coat set against the stunning Arctic landscape.

With the click of a mouse, the film became interactive, letting viewers hear from the people who inspired each story. Over 300 hours of interviews and thousands of personal photos were edited into twelve compelling narratives.

The film was viewed over 20 million times worldwide, with viewers spending an average of over 9 minutes in the interactive experience, which is over twice the length of the film itself. Promotional efforts encompassed key art, trailers, teasers, posters, out-of-home ads, projection screenings in major cities, and live events at the Sundance Film Festival.

CANADA GOOSE BRAND DESIGN

We reimagined Canada Goose's brand direction, tone of voice, and overall aesthetic, leading to the transformation of Canadagoose.com, their mobile and e-commerce platforms, and retail experiences. Additionally, we curated their entire 2017-2018 photography.

RETAIL - IMMERSIVE VR FITTING ROOMS

Imagine trying on a Canada Goose jacket in the most extreme weather conditions and being able to experience what Lance Mackey felt and saw on his Iditarod sled at -12° C or what It would feel like reaching the summit of Mt. Everest at -33° C. We set out to create an immersive, multi-sensory retail experience for Canada Goose using VR and a climate simulation room. Consumers could test out Canada Goose’s wide range of jackets in the harshest conditions from across the world like the Arctic North to the Amazon rainforest and the Sahara desert.

Our idea led to their Cold Room located in retail stores across the world as well as “The Journey” Canada Goose’s immersive Toronto flagship concept store.