YES IT’S ROOTS (ROOTS, 2026)
A campaign designed to refresh perceptions of Roots, highlighting the silhouettes and softness behind its signature styles. Through a clean visual approach, the campaign reintroduces the brand’s familiar essentials in a fresh light.
MY ROLE
Developed design guidelines for a cohesive rollout across digital, print, and OOH channels nationwide. Managed OOH asset production, added text overlays to campaign videos, and designed assets for launch.
STRATEGY Plush blocks bring the softness of Roots’ fleece to life, while clean compositions highlight the comfort and quality of its products. Modern styling gives familiar pieces a fresh perspective and helps shift how people see the brand.
CREATIVE DIRECTOR Joey Gollish; IMAGE DIRECTOR Micah Cameron; ART DIRECTOR Jane Espiritu; ASSOCIATE ART DIRECTOR Rien Bautista; COPYWRITER Katie Ferreira; PHOTOGRAPHER Luis Mora; VIDEOGRAPHER Steven Tsinokas; STYLIST Nicholas Cordi; HAIR & MAKE UP Mark Gonzales and Lisa Kolmakova