The Vision
Hailey Wyatt, a Montreal-based zero-waste fashion designer, approached me to help launch her newest collection, In Good Time.
The project was more than a clothing line; it was a profound exploration of her background in microbiology and her personal journey with autoimmune recovery.
My role as Creative Director and Filmmaker was to build a visual world where science and “wearable art” coexist, transforming complex cellular processes into a tangible brand identity.
Client | Hailey Wyatt
Filmed | François Mittins
Assistant | Daniel
The Strategy
To capture the essence of “nature having no waste,” I utilized a cinematic documentary approach. The film focuses on the “spaces in between”—paralleling the lymph system and interstitial fluids mentioned in Hailey’s work. By blending macro-texture elements from textile waste with intimate, character-driven storytelling, we positioned Hailey not just as a designer but as a creative leader who uses fashion as a mirror of the self.
Creative Pillars
Narrative Flow: We structured the film to follow the biological cycle. From the “Tension of Division” (Mitosis Top) to the “Beauty of Transformation” (Apoptosis Jacket).
Aesthetic Direction: The visual palette mirrors the durable, evolving nature of linen, using soft, natural light and rhythmic editing to reflect the “sticky energy” between cells.
The Result
A multi-platform campaign that elevated Hailey’s brand recognition, connecting her scientific expertise with her artistic output to engage a high-end, conscious audience.
Behind the Scenes
What will we create today?
Curiosity. Community. Creative solutions.
Let’s make something magical.
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