Joey L Embraces Warmth with Canada Goose
Even in August, the Arctic is a cold place. Almost five months ago, Joey L was on the Grinnell Glacier with Canada Goose shooting two of their campaigns for this winter, and while it was often raining, the ice held strong. They were on the Baffin Island in Nunavut, a territory of Canada populated almost entirely by the First Nations, the native population of Canada. It’s a place that Joey had never been before, and one he was keen to visit. “I’ve traveled to so many countries but I’ve seen so little of where I’m from so it was nice to do that shoot and really go out deep into the glacier,” Joey explains. “We were driving for hours in the helicopter; it was pretty far out.” The opportunity was to do something more than a fashion campaign, and bring the wider context of the Canada Goose brand into the story. So that’s what they did.
Both campaigns engaged professionals with the product. They brought on adventurers and activists, explorers and a dog sled racer. These are the people who understand what it’s like to spend time in extreme weather conditions - they know how to wear the gear. In the second campaign, Generations of Warmth, Joey and Canada Goose invited family members and friends of their subjects to bring real relationships into the story. The marquee photograph of Sarain Fox, Indigenous Rights Activist and TV host, and her mother, Banakonda, was full of emotion - even more than anticipated. The close relationship between mother and daughter had been untended because of Sarain’s intense working schedule, but when they got their time together in the Arctic they immediately reconnected. Joey cleared the set and let them interact personally, brimming with emotion and quietly conversing. Then Joey gently called Sarain’s name, both she and her mother looked at Joey, and he took the picture. Sarain describes the moment as an outtake, it was such a light touch, but the result is a favorite from the campaign.
Joey L and Canada Goose have been working together for years, and over that time Joey has witnessed how the brand has found a voice in the market. Each year they evolve, and this latest campaign, Generations of Warmth, has struck a chord with him. “I think this shoot solidified what I think they want which is raw, real human stories,” Joey explains. “It should be raw and photojournalistic but it also has to look elevated, and that’s what I think we accomplished” When we’re examining how a brand can self-identify, we have to go beyond surface definitions of expectations. When we see a beautiful photograph, we must demand more from it: story, humanity, emotion, authenticity. Joey L strove for all of that in these campaigns, and certainly succeeded with each one right after the other.