SEED PANTS
100% Ethically Handcrafted in Calgary, AB Canada
When Seed Pants founder, Blake Ward, set out to design the perfect pair of natural, polyester-free yoga pants, he didn’t expect to create a movement. What began as a personal quest to make the most comfortable, sustainable pants imaginable quickly grew into a mission to change how people experience clothing—from the ground up. Seed Pants are more than a garment,they’re an intention. They produce organic hemp-cotton pants, handcrafted in Canada, with a strong emphasis on sustainability, local manufacturing, and functional lifestyle (hiking, yoga, travel).
From Fabric to Forest — Bringing SEED’s Ethos Into Frame.
Project Overview
When Blake reached out to us, his goal was simple: to show the world that the Antidote Pate wasn’t just a yoga pant—these pants were for everyone. Made from 100% organic fibres like hemp and cotton, Seed Pants are crafted locally and ethically, designed for comfort, adventure, and everyday life. He was in the growing stages of his business, and needed some fresh imagery that showed off the true range of his hero product. The plan was to use the new visuals throughout the Seed website and social media as a way to increase leads and generate sales, while also utilizing some of the images throughout future product and social campaigns.
Our mission was to capture the raw, versatile spirit of Seed’s Antidote Pant through photography that feels alive, honest, and rooted in nature. Through this, we provided a creative toolkit as versatile as the Antidote Pant itself.
The Challenge
Seed already had a powerful story—one that was built around sustainability, craftsmanship, and conscious living. That being said, they began to see a slow-down in sales. At the same time, reviews began to come in from existing customers about how well the Antidote Pant performed outside of the yoga studio. The Antidote was a hit. What they lacked was a powerful visual narrative that matched the hype.
Their existing product images were clean and functional, but they didn’t evoke the emotion, movement, or lifestyle that Seed stood for. The task was to translate the brand’s integrity and adventure-driven identity into visuals that inspire connection, not just clicks.
We set out on two separate campaigns to create a brand photography series that would breathe life into the pant—showing them in action, in nature, and in their element.
The Process
We approached Seed’s brand photography as more than everyday photo sessions—these were stories in motion, waiting to be told. Every frame was designed to connect with Seed’s core values: authenticity, sustainability, and adventure.
The photography spanned multiple outdoor locations near Calgary, chosen for their balance of ruggedness and calm. We shot at golden hour and in ambient forest light to evoke a natural, timeless atmosphere.
Models were chosen for their ease in movement—climbers and riders who could naturally embody the Seed lifestyle. On location, we directed the athletes with prompts rather than poses, capturing unfiltered authenticity through motion and stillness alike.
Our editing process was intentionally light-handed. We refined tones and textures without stripping away the organic character of the fabric or the landscape. The result was a collection of visuals that feel tactile, raw, and real.
The Results
Our collaboration with Seed was a shared creative adventure — one grounded in authenticity and guided by purpose. Together, we built not just an image library but a brand experience that speaks directly to the eco-conscious, adventure-driven consumer. The final imagery now helps define Seed’s digital presence—appearing across their website, campaigns, and social channels.
The visuals gave Seed a cohesive visual identity that mirrors their message: sustainable, versatile, and distinctly human. Their website experience now feels unified and alive, translating product function into emotional connection.
According to Seed, engagement rates and time-on-page improved noticeably on visuals incorporating the new imagery. Beyond metrics, the feedback from customers says it best:
“I’m not sure how you created life-changing pants, but Seed did—and I love all of them.”
That emotional resonance is exactly what we strive for—visuals that not only look beautiful but move people to feel something.
The Takeaways
This project reinforced our belief that brand photography should align with the product story, not just hope to sell the product.
A few things stood out to us while putting this project together:
Story-driven imagery with purpose outlasts trends.
Authentic motion connects audiences more deeply than static poses.
Material storytelling builds trust—people can feel the honesty in texture and tone.
Nature, when treated as a collaborator, elevates the brand’s emotional impact.
The story doesn’t end here. Step into it with SEED.
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If you’re ready to turn your brand’s purpose into powerful visuals—the kind that connect, inspire, and convert—we’d love to bring your story to life.