Winter Beach is supposed to be the blending of two polar opposites. Pulling from the brittleness of these Toronto winters, and polar opposites of beach environments. The meaning behind this campaign was supposed to resemble the adaptation of a new world, the mixture of two concepts from opposite ends of the spectrum and experimenting them to come out as one. Its too cold for masses to go the beach during the winter, but not for Society Seven - we thrive where least expected. This campaign was shot during the deep winters of the Greater Toronto Area.