ROOTS / Fashion & campaigns
2024–2025ROOTS
A collection of stories.
A world of content.
The engagement
Four months of
image & motion
Across a 4+ month engagement, I created campaign imagery, edited and retouched photos, and produced finished video edits and motion graphics for Roots. The work spans collection stories, garment details, the Roots × Jetour collaboration, and promotional campaigns.
AI-assisted campaign imagery
Photo editing & retouching
Video editing & motion graphics
Social campaign adaptations
Roots
Fashion & campaign content
Selected work, 2024–2025
Brand identity supplied
01 / Video editing
The collection,
in different cuts
Launch films, a short teaser, a patch-focused edit and a three-part city series. Each finished cut brings a different rhythm and point of view to the same wardrobe.
Launch, teaser & patch story
The city series
Three vertical films move between street portraits, garment textures and close-up details.
02 / Collection stories
From the full range
to a single look
A connected set of moving images and still compositions presents the collection at different scales: the complete wardrobe, styled outfits, individual garments and their details.
Clothing in motion
The edit moves between a model wearing the collection and a suspended garment sequence. Motion gives the clothing another way to hold the frame.
The wardrobe, together
Collection imagery
Colour. Shape.
Combination.
The range is presented both as a complete collection and as individual outfit compositions.
Outfit studies
Product arrangements sit alongside styled figures, bringing colour, silhouette and accessory details into a single composition.
03 / Campaign imagery
The wardrobe,
out in the world
Portraits, edited photographs and AI-assisted campaign compositions build a wider visual world around the collection. The sequence moves from city settings to more constructed editorial images.
Image editing & composition
Back to basics.
Built into the image.
Close crops, garment details and campaign typography give the same collection a different visual emphasis.
AI-assisted campaign compositions
04 / Image editing & retouching
Every detail
has a place
Fabric, embroidery, pockets and interchangeable patches each receive their own image treatment. Close-ups sit alongside product arrangements and graphic campaign compositions.
Closer to the garment
Edited close-ups draw attention to fabric, embroidery and the patch system. The same restrained treatment carries across product details and campaign imagery.
One garment, different expressions
Patch variations, colour combinations and campaign compositions show the range within the collection.
Accessories & product imagery
05 / Collaboration content
Roots × Jetour
A finished desert edit and a set of campaign compositions bring the garments and their interchangeable patches into the collaboration.
06 / Promotional campaigns
The campaign,
ready to go live
Promotional artwork extends the visual language into offer-led content. Collection imagery, collaboration content and patch compositions each become a different entry point into the campaign.
End of season
Three promotional compositions build the offer around the collection, the patch system and the Roots × Jetour imagery.
White Friday / Two languages
Arabic and English promotional artwork adapts the campaign for each audience while retaining the same offer, imagery and visual hierarchy.
ROOTS
One collection.
Many ways to see it.
Campaign imagery, editing & motion.
Project credits
The work behind the images
Campaign imagery & post-production
Abdelfettah Guerroumi
El Florentino
AI-assisted imagery, photo editing and retouching, video editing, motion graphics, and social campaign adaptations shown in this selection.
Client & identity
Roots
Brand identity, logo and existing brand assets supplied. This case study presents my contribution to the imagery and finished content.