Garage enlists one happy photographer.


advertiser: Garage
creative: Group Dynamite

For its new campaign promoting its spring line, Montreal-based clothing retailer Garage decided that rather than create the campaign itself, it would be crafted by creative minds even better than their own or any ad agency: those of its target demo – teenagers. The in-store/online campaign turned to 16-year-old Wisconsin-based Sarah Smiley to shoot some of the photos, and her story anchors the campaign. The effort includes QR codes incorporated into the in-store signage that lead to a behind-the-scenes look at Smiley’s involvement, as well as a video on the brand’s Youtube channel that features a ‘making of’ video on Sarah and lets viewers meet the models.