Brand: TD Canada
Agency: Ethnicity Matters, Toronto
Creative Director: Waseem Shaikh
Group Account Director: Winnie Mittal
Associate Account Director: Amita Gurumurthi
Agency: Ethnicity Matters, Toronto
Creative Director: Waseem Shaikh
Group Account Director: Winnie Mittal
Associate Account Director: Amita Gurumurthi
The Brief:
TD Canada wanted to celebrate cricket as part of their sponsorship of the Canadian Cricket team. The aim was to create images that felt alive and authentic, capturing both the energy of the sport and what it means for the Indian Canadian community. The images were for social, digital, DOOH, and in-branch campaigns.
TD Canada wanted to celebrate cricket as part of their sponsorship of the Canadian Cricket team. The aim was to create images that felt alive and authentic, capturing both the energy of the sport and what it means for the Indian Canadian community. The images were for social, digital, DOOH, and in-branch campaigns.
The Approach:
The first shot is the iconic TD chair featuring the Everyguy cricket fan—a relatable character that reflects the community’s love for the game. The second shot highlights three players from the Canadian Cricket team, shot from a low angle to give them a larger-than-life, grand presence.
The first shot is the iconic TD chair featuring the Everyguy cricket fan—a relatable character that reflects the community’s love for the game. The second shot highlights three players from the Canadian Cricket team, shot from a low angle to give them a larger-than-life, grand presence.
I focused on capturing images that felt real and celebratory, balancing energy with approachability. The goal was to make the sport feel exciting and inclusive, while showing TD’s connection to a moment that matters to so many people.
The Result:
The final images bring together relatability and scale, showing the pride, joy, and passion of cricket in Canada. They work seamlessly across all channels and give TD a visual story that resonates with the community while looking dynamic and vibrant.
The final images bring together relatability and scale, showing the pride, joy, and passion of cricket in Canada. They work seamlessly across all channels and give TD a visual story that resonates with the community while looking dynamic and vibrant.
