Moose Knuckles 'Get In Line' Fall 2023 Ad Campaign

Review of Moose Knuckles ‘Get In Line’ Fall 2023 Ad Campaign by Creative Director Carlos Nazario with Talent Alanis Morisette, Javon Walton, Beatrice Domond, Mustafa the Poet, and Shy

Isn’t it ironic? The face of the latest campaign from unconventional Canadian outerwear brand Moose Knuckles is none other than the iconic Alanis Morisette. Accompanied by a crew of next-gen talents, the era-defining songstress brings a sense of artistry and authenticity to the Fall 2023 campaign, which is the first under the leadership of recently appointed Global Artistic Director Carlos Nazario.

Free but focused, hard but friendly, the campaign reimagines the iconic music video for Morisette’s “Hand in My Pocket.” While in the original video, the singer leads a public pride parade through the main streets of the Bronx, the campaign sees her carry the torch for an eclectic cast of creators and misfits – including the brand’s titular animal inspiration. Joining Morisette is a group of young talents whom you oughta know: actor Javon “Wanna” Walton of Euphoria fame, Beatrice Domond, the first and only female professional skateboarder to land a Supreme sponsorship, Toronto-based music artist Mustafa the Poet, who has already collaborated among the likes world-famous Canadians including Drake and The Weeknd, and rising star model Shy.

While Alanis Morisette is something of a music legend, she’s also beloved for the down-to-earth spirit that comes through in both her personality and her song writing. This is a fitting leader for Moose Knuckles’ latest creative expression. The brand is creative and competent, but never takes itself too seriously, instead matching its technical and aesthetic innovation with an inviting spirit of playfulness. Expressing this spirit through uniquely thoughtful casting and a fun concept, this campaign has us falling head over feet.