ORIGINAL SINCE 1973 (ROOTS, 2025)
A campaign highlighting Roots’ enduring heritage in the sweats world that makes the brand original. Through a series of portraits and the recurring tagline, the campaign reinforces the timeless appeal of Roots.
MY ROLE
Collaborated with the Creative Director to develop a visual concept, bringing it to life through production with in-house talent. Developed design guidelines to ensure a cohesive rollout across channels.
STRATEGY Inspired by the clean, raw portraiture of the ’90s, the campaign uses a minimal studio setting to put individuality at the forefront. A diverse cast celebrates the many ways of being original, while matching models tap into the 2025 trend of twinning to create an engaging visual hook.
CREATIVE DIRECTOR Micah Cameron; ART DIRECTOR Rien Bautista; COPYWRITER Katie Ferreira; PHOTOGRAPHER Carlyle Routh; PRODUCER Sarah Phflug; STYLISTS Nicholas Cordi & Katrina Von Borzyskowski; HMU Caroline Levin