The Work:

Objective

Position the Milk Run cap as more than a product, as a symbol of city identity, movement, and everyday culture rooted in Calgary.

The Problem

Headwear is a saturated category, often marketed through generic product shots or influencer-driven content that lacks cultural specificity. To stand out, the brand needed to move beyond aesthetics and create place-based meaning.

The Strategy

The campaign reframed the product as a cultural artifact rather than an accessory.

Instead of telling audiences what the cap is, the film shows:

• Where it belongs

• How it moves

• Who wears it

• What it represents

Calgary itself became the narrative spine, not as a backdrop, but as an active character.

The Execution

The film was structured as a rhythmic, multi-scene journey through the city, combining fast-paced urban textures with grounded lifestyle moments.

Execution highlights:

• Macro city textures to establish rhythm and place

• Multiple characters representing different facets of city life

• Natural movement (skateboarding, walking, transit) to embed the product in the daily rhythm

• A final “city as studio” reveal, blending editorial fashion language with raw urban reality

The product was present throughout, but never isolated, reinforcing its role as part of lived experience rather than a hero object.

Intended Outcome

• Increase product desirability through cultural association

• Strengthen brand identity as authentically local

• Support paid social, organic content, and launch promotion