MOOSE KNUCKLES × EVISU
Through the Lens of the Williams Twins
PROJECT OVERVIEW
The Moose Knuckles City Guides were conceived as a social-first extension of the brand's global Pulse of the City campaign — translating one global idea through the people, places and perspectives that make individual cities distinct.
Rather than approaching each market with the same creative expression, the series used local tastemakers as its lens. Across Montréal, London, New York and Seoul, each guide invited audiences into a personal version of the city: where its cast ate, shopped, spent time and found inspiration, with Moose Knuckles woven naturally into the world around them.
CREATORS, NOT JUST CONTENT
For the Moose Knuckles × EVISU collaboration, the opportunity was to rethink the traditional influencer brief — moving beyond product placement toward original creative made through the perspective of the creator.
Emerging filmmakers the Williams Twins were brought in to interpret the collaboration through their own visual language, developing an original narrative that placed the collection inside their world rather than asking them to simply reproduce the brand's.
The result demonstrated a different role for influence: not simply a distribution channel, but a source of creative.
Strategic idea:
GIVE CREATORS SOMETHING TO CREATE
The strongest creator partnerships don't begin by prescribing every frame. They start with a clear brand idea, the right creative partner and enough freedom for that person to make something audiences would actually expect — and want — from them.
The Williams Twins brought a filmmaker's perspective to the collaboration, allowing the content to function simultaneously as creator storytelling, social content and an extension of the Moose Knuckles × EVISU campaign world.
FROM INFLUENCE TO CREATIVE PARTNERSHIP
The project helped establish a model for treating creators as collaborators in the creative process — selected not only for the audience they could reach, but for what they could make.
That philosophy ultimately becomes part of the larger story your portfolio tells across the City Guides and other work: casting is a creative decision, not just a media decision.