American Soul Since 1830

Created as part of Woolrich’s Autumn/Winter 2018 campaign, this film captures the atmosphere surrounding the brand’s collaboration with Ms. Lauryn Hill. Celebrating Woolrich’s American heritage and the twentieth anniversary of The Miseducation of Lauryn Hill, the campaign brought together one of music’s most influential artists with one of America’s most historic outdoor brands.

Filmed in New York and directed by Alexander Hankoff, the project blended fashion, music, and personal history into a powerful visual narrative. Locations included the historic Harlem theatre where Lauryn Hill filmed her iconic Doo Wop (That Thing) video two decades earlier. The campaign imagery was created by photographer Jack Davison, with styling by Mel Ottenberg.

My contribution focused on capturing the energy and authenticity of the production as it unfolded. Originally created as behind-the-scenes material, elements of this footage were ultimately incorporated into the campaign itself, creating a closer connection between the making of the project and its final expression.