American Express & Aeroplan Co-Brand Campaign
Concept
Travel is special blend of joy, energy, elation, excitement, newness, and adventure - all mixed up together with the anticipation of the calm and joy of landing somewhere new.
The heart of this campaign is about capturing those moments of the gentle calm and happiness we find along the way, documenting the journey and arrival, and inviting the viewer to find those moments for themselves with the help of American Express & Air Canada.
Moments of nuance, quiet joy, relief, happiness, excitement and anticipation. We’ll focus in on those powerful emotions, drawing the viewer into the campaign and crafting a beautiful series of images.
The heart of this campaign is about capturing those moments of the gentle calm and happiness we find along the way, documenting the journey and arrival, and inviting the viewer to find those moments for themselves with the help of American Express & Air Canada.
Moments of nuance, quiet joy, relief, happiness, excitement and anticipation. We’ll focus in on those powerful emotions, drawing the viewer into the campaign and crafting a beautiful series of images.
Approach
We’ll approach the shoot technically from a multifaceted perspective, combining real on location photography alongside composited images depending on the access we have to locations and the airport. We’ll aim to shoot as much as we can on location, and then sub in composited images shot in the studio with substituted backgrounds and sky replacements when necessary.
The defining factor of the campaign will be the vibe and tone we carry throughout the images, crafting a continuous visual language that will tie the entire series together. Colour, lighting, expression, feeling. A multitude of elements combining to create a unique look and feel.
On the technical side, we’ll keep our subjects front and centre with a beautiful fall off to a soft blurred background. Highlighting expression, emotion, and leaving ample room on either side of the image for the text and copy.
We’ll shoot on a medium format camera to give us that extra magical feeling of sharpness and depth and work with natural feeling lighting. As if we’re capturing our subjects off the cuff and in the moment.
The defining factor of the campaign will be the vibe and tone we carry throughout the images, crafting a continuous visual language that will tie the entire series together. Colour, lighting, expression, feeling. A multitude of elements combining to create a unique look and feel.
On the technical side, we’ll keep our subjects front and centre with a beautiful fall off to a soft blurred background. Highlighting expression, emotion, and leaving ample room on either side of the image for the text and copy.
We’ll shoot on a medium format camera to give us that extra magical feeling of sharpness and depth and work with natural feeling lighting. As if we’re capturing our subjects off the cuff and in the moment.
Connection
This campaign truly resonates with me in this moment, because I just lived it for real. I’m currently in Spain having just travelled on Aeroplan points through a twenty hour journey, and arrived at my destination feeling relaxed, excited, and open to every possibility - experiencing all those emotional moments of adventure along the way.
Having gone through the journey myself, I feel like I’m primed to translate that energy into the images we’ll create, into our subjects, and into the overarching vibe of the campaign.
Having gone through the journey myself, I feel like I’m primed to translate that energy into the images we’ll create, into our subjects, and into the overarching vibe of the campaign.