Ingredients

When Sugoi Apparel wanted to break from years of mismatched seasonal catalog shoots (summer campaigns captured in freezing rain and winter campaigns shit under blazing July sun), they hired me to reinvent their imagery entirely in-studio. I collaborated closely with their marketing team to craft a bold creative plan: hyper-vivid pop colours, dynamic talent direction, and a custom lighting rig that delivered bright, summer sunlight (even while shooting in a Vancouver studio in February). The results felt alive, sun-soaked, and unmistakably on-season without a single exterior frame. We then flipped the script for the fall/winter follow-up, conjuring snow, frost, and cold rain. It was the creative benchmark that elevated the brand’s visual identity, set the standard for everything that followed, and arrived at the absolute peak of the company’s resurgence—the same season Sugoi was successfully sold.