Brand: TD Canada
Agency: Ethnicity Matters, Toronto
Creative Director: Waseem Shaikh
Agency: Ethnicity Matters, Toronto
Creative Director: Waseem Shaikh
The Brief:
The TD Diwali campaign was designed to celebrate the festival in a way that felt authentic, vibrant, and engaging for TD’s audience. My task for the stills was to ensure they aligned seamlessly with the OLV production. This meant capturing the same energy, tone, and festive mood while creating images that could stand alone across different media. The focus was on genuine moments of joy, connection, and celebration, conveying the warmth and excitement of Diwali without feeling staged.
The TD Diwali campaign was designed to celebrate the festival in a way that felt authentic, vibrant, and engaging for TD’s audience. My task for the stills was to ensure they aligned seamlessly with the OLV production. This meant capturing the same energy, tone, and festive mood while creating images that could stand alone across different media. The focus was on genuine moments of joy, connection, and celebration, conveying the warmth and excitement of Diwali without feeling staged.
The Approach:
Shooting on set required careful attention to how the lighting, color, and composition matched the OLV. I worked to recreate the festive glow and vibrancy of the moving footage, using controlled lighting setups that preserved the natural feel while highlighting key interactions and expressions. This approach ensured that each image reflected the energy of the campaign and could integrate smoothly with the OLV for a consistent brand experience.
Shooting on set required careful attention to how the lighting, color, and composition matched the OLV. I worked to recreate the festive glow and vibrancy of the moving footage, using controlled lighting setups that preserved the natural feel while highlighting key interactions and expressions. This approach ensured that each image reflected the energy of the campaign and could integrate smoothly with the OLV for a consistent brand experience.
Every frame was treated with the audience and campaign goals in mind. The focus was on capturing authentic moments of celebration — people laughing, connecting, and enjoying the festival. By paying close attention to timing, angles, and interactions, I was able to create images that feel lived-in and relatable while still polished and campaign-ready.
The result is a collection of stills that convey the spirit of Diwali, complement the OLV, and can function as standalone visuals across TD’s media. The images balance warmth, movement, and energy, demonstrating a clear understanding of the creative requirements while enhancing the storytelling of the campaign.
