Solem

Solem makes premium microfiber with no emotional language around it. The category sells on absorbency stats; Solem wanted people to feel something. I directed a run of 2024 campaigns into one visual identity: Plaisir de donner at Christmas, and a resort collection shot in Mexico. The narration and the casting were mine too, and it ran in stills and video across paid and organic. One frame carried into the WestJet Vacations and Sunwing in-cabin magazines.