client:

mountain equipment company

project:

wes anderson father’s day

overview:

Commissioned by Mountain Equipment Company, this campaign reimagined Father’s Day through a Wes Anderson lens: hyper-symmetry, saturated palettes, and a choreography of stillness and quirk. The ask wasn’t to simply “sell gifts,” but to transpose MEC’s utilitarian DNA into a cinematic language rooted in play, nostalgia, and precision. Visual composition was approached like set design—frames balanced to the millimeter, product staged as character, every prop a deliberate extension of palette. Lighting was treated as tonal punctuation, flat yet evocative, capturing the deadpan warmth of Anderson’s cinematic worlds. The resulting work operates at two registers: a celebration of fatherhood refracted through whimsy, and a technical study in alignment, hue, and rhythm.