Future Party People

August 2017 | Ideation, Creative Direction, Production

My first campaign with Moose Knuckles had to embody its DNA—National Lampoons-style farce, punctuated by gratuitous nudity and satirical Canadiana. It would also need to drive corporate objectives to create brand awareness, positive perception and distribution growth.

My idea was to pivot the brand into the contemporary fashion world and define its place in pop-culture. I was also eager to shift away from the problematic company history—I suggest a Google search, if you’re curious.

Reimagining the brand with self-awareness, product market fit, and planting it firmly within the $16 Billion Hip Hop industry, I enlisted Kid Studio. At the time, the music video production company was making waves for their work with Drake, The Weeknd and Big Sean. Together we created a fantasy world inspired by campy post-apocalyptic B movies, Heavy Metal Magazine and 70’s motorcycle gangs—a cautionary tale of global warming, the gradual heating of the earth and the melting of the Arctic, which brings about a dystopian future. The result is a punchy, sexy, rock & roll joyride, that looked unlike anything Moose Knuckles had shown before it.