As precise as his work is vivid, CANADA’s latest addition to its roster recently premiered a cinematic commercial for Arnette led by Post Malone, and a global campaign for Adidas Originals. The London-based photographer and director paints an artful yet honest picture of the world and always brings a sense of cultural identity to his work.
Yoni has made his name as a filmmaker with his intimate character studies of youth culture, told through rich and cinematic imagery as seen in his commercial campaigns for brands such as Converse & JW Anderson, Vogue and Equinox, and music videos for the likes of Usher, Nao, and ongoing close collaboration with Mura Masa.
CANADA’s EP/MD Oscar Romagosa points out how ’’it would be too long to explain how we got together with Yoni, but we knew it felt right immediately.’’ Adding that the company ’’couldn’t be more proud of having him joining the CANADA family; not only because he is such a great asset as an artist (and half-Canadian), but also for the amazing person he is.’’
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