Project
Powerful Voices / Giants of Africa + Canada Goose
Deliverables
Capsule Design
Campaign Development
Sourcing Models
Location Scouting
Co-Director
Photography Direction
Credits
Director/DP: Jerome Riel
Executive Producer: Josiah Rothenberg
Executive Producer (EOP Films): Enos Olik
Creative Director/Co-Director: Anwar Mustafa
Head of Content/Co-Director: Jeff Landicho
Post Production: What On Earth Studios
Campaign Photographer: Charlie Lindsey
Powerful Voices, a Canada Goose + Giants of Africa (GOA) capsule collection, created as part of a landmark partnership, was designed with a focus on community and cultural storytelling. The accompanying launch campaign was creatively directed to mark Canada Goose’s first time on the African continent. Drawing inspiration from the Sauti Kuu Foundation in Alego, Kenya, home to a GOA-built basketball court launched with Barack Obama—the collection translated the court's iconic patterns and colours into distinctive details across the collection.
The campaign extended this narrative on location in Kenya, featuring local youth, models, and a choir whose performance anchored the film. By weaving culture, community, and thoughtful design into both product and campaign, the work delivered an authentic expression of GOA's commitment to empowering youth and driving impact.
