It's been a little while since i've actually gotten to write a blog post. It might have to do something with the fact that i haven't had any spare time lately. 2014 is half way done and it's blowing my mind a little. I've been insanely busy with some pretty awesome jobs. One of them i'd like to talk about today. I was lucky enough to get the opportunity to shoot the new Air Canada print campaign alongside the amazing Nicole Ellerton over at JWT. I immediately fell in love with the creative. I felt it was incredibly classic and beautiful. We began production right after we were awarded the job and for good reason. The work that goes behind a big shoot like this might not be obvious to some, but believe me - it's there. The work before and during the shoot was equaled by the work put into the post. Compositing these pieces was no easy task. It was months of work and lots of trial and error. In the end i think it was a success. I'll let the work speak for itself. You might have seen some of it on some pretty major billboards, in publications and popping up in banner ads online. This is only the first 8 so keep your eyes peeled for more to come.
So please have a look at some of the images of the first phase of Air Canada's "Your World Awaits" 2014 print Campaign.
"Being tasked with launch an image campaign that is meant to re-position an iconic Canadian brand like Air Canada is both exciting and daunting at the same time. There's a lot of pressure to make everything "just right". Concepts are fine and dandy until you have to start making them real. So when I sought out to find the perfect photographer for this job, I needed someone who was not only talented behind the camera, but who would also prove a great partner through the entire job. It was a laborious assignment. 30 images, 15 models, countless background locations to pick from. There was of course the 3 days of studio shooting, but almost as importantly, there was the retouching and creation of the composited dreamscapes. A process, that is ongoing and delicately intricate.
Nikki was a favorite heading into the process, but her enthusiasm, treatment and complete 360 approach is what sealed the deal for me. Our client felt at home through the entire shoot and really came to respect Nikki as much I do when the final images started to come in. Sure there were changes and tweaks, there always is, but always the consummate pro, Nikki takes it all in stride. Seeing the work all over Canada has had an effect on me unlike many in my career. I feel like we've accomplished art in advertising. It's effective, but also emotive. I'd be proud to do it all over again!"
-Nicole Ellerton JWT
Client: Air Canada
Associate Creative Director: Nicole Ellerton
Associate Creative Director: Mark Lewis
Retouching: Nick Leadlay & Nikki Ormerod
Hair & Make-Up: Juuka Sutari & Claudine Baltazar
Wardrobe: Nadia Pizzimenti
Assistants: Gabe Nivera, Abe Roberto, Michelle Brussolo, Joanna Gigliotti