Brand: TD Canada
Agency: Ethnicity Matters
Creative Director: Waseem Shaikh
Agency: Ethnicity Matters
Creative Director: Waseem Shaikh
The Brief:
The TD New to Canada campaign was all about connecting with newcomers in a way that felt authentic and relatable. For the stills, we needed to create highly targeted images for programmatic advertising. I shot the same setups with three different actors representing three key audiences: general population, Indian, and Chinese. Each image had to feel real and approachable while speaking directly to its audience.
The TD New to Canada campaign was all about connecting with newcomers in a way that felt authentic and relatable. For the stills, we needed to create highly targeted images for programmatic advertising. I shot the same setups with three different actors representing three key audiences: general population, Indian, and Chinese. Each image had to feel real and approachable while speaking directly to its audience.
The Approach:
We shot in a studio on a limbo backdrop, which gave full control over lighting and framing. Using the limbo made it easy to maintain consistency across the three audiences. With the help of my skilled team of retouchers, we were able to drop in backdrops that matched the campaign tone perfectly, making the images ready to perform across multiple digital placements.
We shot in a studio on a limbo backdrop, which gave full control over lighting and framing. Using the limbo made it easy to maintain consistency across the three audiences. With the help of my skilled team of retouchers, we were able to drop in backdrops that matched the campaign tone perfectly, making the images ready to perform across multiple digital placements.
The focus was on capturing natural, genuine expressions so the images felt lived-in and relatable. Each frame was designed to work on its own while supporting the campaign’s programmatic needs, delivering visuals that connect with TD’s audiences in a meaningful way.
