In 2019, we were approached by CIBC to art direct occasion-focused photography as part of their new brand rollout. Working with the production team at Westside, we brought a large collection of 44 images to life. The images serve as friendly greetings for CIBC advisors to offer their clients to maintain a human connection by making a broad range of both holidays and more mundane day-to-day events a little more special.
We began by carefully selecting props to reflect each theme. Then, we decided which images best suited either a both flat-laid knolled composition of multiple objects, or single object shots. Palette background colour pairings were made to suit each theme, and both the primary CIBC red and secondary pastel brand palette were woven through the selection of each prop and its details.
Studio
Le Parc @ Juniper ParkTBWA
Creative Direction
Nathalie Cusson
Photographer
Vicky Lam @ Westside Studio
Client
CIBC