CIBC’s Ambitions platform was built around real Canadians and the possibilities they were working toward, positioning the brand as a catalyst for achieving their goals. The brand, however, needed a more distinctive visual language to support this purpose.
World of CIBC introduced a more intimate approach: authentic, slice-of-life moments captured within minimal environments and striking CIBC colour palettes.
The creative process extended well beyond the camera, with talent, wardrobe, props, scenarios and storyboards carefully planned around both the brand and the diverse audiences it needed to represent. On-set art direction then brought those ideas together into a cohesive photography library. The result was a human-centred visual system that felt more ownable and lived-in, giving CIBC a flexible collection of imagery to support everything from campaign communications to large-format brand applications.
Execution and production were completed in partnership with WestSide Studio and renowned photographer Matt Barnes.
Pearson Takeover / Your Cabana Awaits / World of CIBC / Drink Your Rhythm / Merry Carolers / Tasks Like Summer / Thank You, Sinclair / Every Pedal Counts
