Dakine | This Is... Louif

As the creative lead for Dakine's "This is..." seasonal campaign, I drove the vision and execution of the "This is... Louif" project, elevating it beyond standard asset creation to craft a compelling narrative around professional snowboarder and millennial parent Louif Paradis.

Centered on Louif's signature collection—featuring a snow backpack, men's mitts, and children's mitts—I designed a multi-seasonal campaign targeting active millennial parents. Drawing inspiration from Louif's hard-working ethos, his fatherhood, and his unique property in the Quebec woods, complete with mountain bike trails and a winter snowboard park, I developed a storytelling approach that captured his lifestyle across all seasons.

By collaborating closely with a tight-knit team, including videographer Raph Sévigny and photographer Joseph Roby, who were personally and geographically connected to Louif, we produced a rich, authentic narrative. The result was a dynamic set of imagery and video content that showcased Louif's essence, his property, and his role as a father, achieving widespread resonance with our target audience and setting a new benchmark for impactful, lifestyle-driven brand campaigns.