Joey L takes focus on Canon L Series Lenses

by Alex Beetham on November 27, 2014

It’s a rare full circle moment when the a leading manufacturer rings you up to create ads for the tools you use on a daily basis.  This is exactly what happened when Joey L was approached by the fine folk at DentsuBos & Canon, to create the latest print campaign for the legendary L-series lenses.  Here’s a look at the final images, layouts, and a few words from Joey.


Fortress of Solitude.

Retoucher Nick Leadlay’s mobile fortress of solitude.

Working on the Canon L Series photoshoot was a crazy whirlwind that greatly challenged everyone involved. Any advertisement shot on set was going directly to print in less than 10 days, and going to be seen by thousands (potentially millions?) of people. After shooting a setup, we chose our final image selects right then and there with Dentsubos and Canon, and our retoucher Nick Leadlay began the retouching process immediately on set. No time for second thoughts!  Nick had built a little computer-fort out of V-Flats and set up shop not too far away from the action so we could walk over to his hideaway and give him notes.The photo team would move on to shooting the next setup, and the process would continue like that over 3 days until all the final advertisements were finished. I might sound crazy, but I actually kind of liked this workflow, because it kept us on our tippytoes and when the job was wrapped, everything was already completed and in the can. Sometimes the retouching process can drag out over months, so it was refreshing to simply be done, dust off your hands, and walk away, and hopefully get some sleep finally.And of course, as the shoot was for Canon L series, those were the only lenses we used for the actual shoot, which is not really a departure from my regular kit. – Joey L

Here’s a look at the final image pairings, with original crops from Joey:

Final Comp #1

Final Comp #3

Final Comp #2

Photographer:  Joey L
Client:  Canon
Agency: Dentsu Bos
Art Director:  Kyle Scotland
Producer:  Kirsten White
On Set Retoucher:  Nick Leadlay
Stylists:  Marie Eve Tremblay
Hair & Make Up: Lisa Vella
Assistants: Jesse Korman, Caleb Adams, Rebecca Leach, Adi Saciragic, Eryn Wind

Here’s a look into what happens behind the camera to make these images possible.  From Joey’s GoPro’s:


From the phone of producer Kirsten White:


Images © Joey L
BTS © Joey L & Kirsten White


    Tasty Treats w. Shanghoon

    by Alex Beetham on November 26, 2014

    Howling winds and snowy squalls make many a stomach crave warm, gooey comfort food. Shanghoon and food stylist Sarah Sweeney cooked up a delicious creative with this homemade turkey pot-pie. Try and keep from drooling.

    Food Creative Sarah119_01F Food Creative Sarah144_01FAll Images © Shanghoon

    Shanghoon & Sarah on set:



      Ford + Toronto Maple Leafs = A Chris Gordaneer Special

      by Alex Beetham on November 25, 2014

      Sure there’s always death and taxes, but here are two more certainties in this life –  Chris Gordaneer will always be a Leafs fan, and he will always drive a Ford. This made Chris an ideal candidate to photograph die hard leaf fans that, like Ford says, go further.

      LeafsYearbookBarber LeafsYearbookTattoo LeafsYearbookWedding

      Client: Ford
      Agency: Blue Hive
      Photographer: Chris Gordaneer
      Art Director: Marc Caringal
      Producer: Kirsten White
      Assistants: Brendan Smyth, John Wayne Brown, Adi Saciragic, Paul Swanson
      Tattoo Artists: Maddalena Ruggiero & Alex Richarson
      MUAH: Taylor Savage
      Wardrobe: Marie Eve Tremblay
      Prop Stylist: James Kennedy

      Here’s a look at Chris’s final images, uncropped and outside of the final ad layout:


      Producer Kirsten White was good enough to snap these BTS shots of Chris channelling his inner bride:

      Kirsten BTS Comp1

      Tattoo artists Maddalena & Alex had our talent under their markers for a full a day to create this custom back piece.  First assistant Brendan Smyth snapped these BTS shots:

      Brendan BTS Comp2

      All Images © Chris Gordaneer
      All BTS Images © Kirsten White & Brendan Smyth


        CABA 2014 – Humber Advertising Graduates

        by Alex Beetham on November 19, 2014

        Screen Shot 2014-10-29 at 8.47.00 PM

        Tomorrow evening, 4 years of Humber Advertising Student blood, sweat, and tears will be on display for their graduating portfolio show.  Eager graduates will be rubbing elbows with industry heavyweights, hoping to have the fruits of their labour admired and jobs thrust at them.  Westside is thrilled to be amongst great peers sponsoring these graduates, such as our friends over at School!  We can’t wait to see what everyone has been working so hard on!




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          Vicky + Paper + inBusiness = Profit

          by Alex Beetham on November 12, 2014

          November 11th is a day of significance for many.  First off it being Remembrance day – a day in honour of the soldiers who fought and perished in the many wars past and present.  On a lighter note, it is also international Pocky day (or also known as Peppero day) which happens to also be my favourite snack of all time.  But little did I know that it is also Origami day, which brings me to reflect upon one of my shoots from earlier this year.  Although it isn’t truly origami, it still involved some meticulous paper craft and design.  I was asked by art director, Erik Mohr, to illustrate a story for Globe and Mail’s quarterly publication, InBusiness magazine.  Innovation was the theme of this issue, featuring Canadian companies that are the frontrunners in their respective fields.

          This meant that I also had to be innovative in my approach to illustrate five very different companies and create a series that would tie them all together.  Erik had mentioned the idea of exploring paper illustrations. So, it only seemed fitting for me to call Kyosuke Nishida and Dominic Liu of Studio Toki. I’ve collaborated with Studio Toki before on other paper based projects, so I knew they would be the perfect fit for this one.  With their design savvy and eye for detail, we were able to come up with a series of original, 3D paper illustrations.

          It took a lot of brainstorming, sketches, construction, problem solving and a bit of MacGyver to make it all happen.  Although the process was sometimes painstaking and challenging, seeing our ideas transform into a tangible form was really rewarding.  Not to mention, we were left with awesome and cute little paper sculptures afterwards!

          Here is a glimpse into our pre-shoot process with some sketches from Studio Toki:


          Here are the final paper illustrations representing Canadian companies with innovative business approaches:

          Pebble Smart Watch:

          Silicon Sisters Interactive:

          David’s Tea:

          Freed & Freed International :

          A.F. Theriault & Son:

          And finally the opening image –  a structure a bit inspired by M.C. Escher’s surreal drawings:

          Many thanks to Erik Mohr for the unique assignment and also to Kyosuke and Dominic for helping to bring this idea to life!

          Client:  inBusiness Magazine
          Art Director: Erik Mohr
          Paper design and construction: Studio Toki  - Dominic Liu and Kyosuke Nishida
          Photography interns: Christa Guia & Kate Ince

          A look behind the scenes:

          photo 4

          photo 2-1

          photo 5

          photo 3-2



            Archive has love for Westside

            by Alex Beetham on November 7, 2014

            We’re thrilled to have 3 featured campaigns in the upcoming issue of Archive!  Keep your eyes peeled for these winners:

            Some George Simhoni location work in British Columbia for Suburu:

            George Simhoni for Suburu

            George Simhoni for Suburu

            Anthony Redpath had a blast creating these images for PlayLand:




            Last but not least, a Xeomin campaign from Shanghoon:

            Shanghoon_Scissors Shanghoon_Tongs

            Congratulations all around!!


              Its a formal affair

              by Tom Nesbitt on November 6, 2014

              Tonight is the night! Get your award speech ready, your drinking hat on and set your fazer to full-on schmooze mode.

              The ADCC’s come around but once a year and this year we over here at Westside got into the spirit by outfitting your best friends at tonights party; the Bartenders and Serving staff!

              In the interest of collaboration we teamed up with art director/designer Matt Howe and the fine folks of  The Baitshop to create a one off t-shirt that will launch at this evening festivities. We are pretty pleased with the results and hope you will too. Have a look at the making of this instant classic…..


              Inside the Baitshop

              Processed with VSCOcam with f2 preset

              Processed with VSCOcam with f2 preset




              See you tonight! #bestshirtever #westside #canibuyyouadrink #iratherwinashirt #fashionforward #justintimeforwinter #makesagreatchristmasgift



                Matt takes on Movember with Campbell’s Chunky

                by Alex Beetham on November 4, 2014

                Campbell’s just launched their Movember Chunky campaign, which was shot by our very own Mr. Barnes! It looks a little something like this:

                Matt Barnes - Hockey Matt Barnes - Hoser Matt Barnes - lumberjack

                Agency: Real Interactive
                Art Director: Kelly Small
                Photographer: Matt Barnes
                Producer: Tara O’Malley
                Assistant: Gabe Nivera, Lori Waltenburi
                Hair & Makeup: Sandra Yang
                Food Stylist: LeeAnne Wright

                Check’em out on Campbell’s Movember page!

                Campbell's Movember Landing Page


                  Vicky joins the Commonwealth

                  by Alex Beetham on October 14, 2014

                  It’s a rarity for a band to stick it out for over 2 years these days.  How about 2 decades, with it’s original members no less?  It’s also a rarity to hear of bands composed of 4 song writers, all given equal share of the creative pie.  This kind of democracy lends itself to a very fitting 11th studio album title for the Halifax born Sloan:  Commonwealth.  The honour of photographing the album artwork for this record, was given to our very own Vicky Lam.

                  I was really excited when I heard I would be photographing Sloan’s LP cover art.  I have never had any work appear on a record before, and the idea of doing so for a great Canadian group like Sloan really made me feel happy.  As a still life shooter, I’m so used to working alone in a dark studio, so I was really excited to know that Chris Murphy and Jay Ferguson from Sloan would be there in person.  Perhaps I was even a little starstruck by the idea.  However, when the shoot day came by and I met Chris and Jay, they turned out to be the nicest and most laid back guys ever! I was even more impressed when I learned that they usually have a hand in designing all of their album art.  This one was not an exception.  It was neat to learn that each item was carefully hand picked by the band members themselves and all have personal significance and history. It’s a great feeling to know that the guys from Sloan take so much care not only in their music, but all the smaller details too. And it’s probably the reason why they’ve held such a successful and ongoing musical career for the last 20+ years.

                  If you look closely, you’ll notice all the items tie in to the song titles.  Can you spot them?




                  Jay Ferguson, putting the finishing touches on his carefully thought out composition.


                  You can read what other people think about Commonwealth, (Noisy, Pitchfork, COS,) but might I suggest you pick yourself up a copy on iTunes/Amazon, or give it a streamy listen for yourself!

                  Here’s a little trip down Sloan discography lane…


                    IN PRINT | Tyler Feels the Passion

                    by Alex Beetham on October 9, 2014

                    paSH-uh n/
                    1. strong and barely controllable emotion.
                      “a man of impetuous passion”
                      a state or outburst of strong emotion.
                      “oratory in which he gradually works himself up into a passion”
                      synonyms: (blind) rage, fit of anger/temper, temper, towering rage, tantrumfury,frenzy

                      “he worked himself up into a passion”


                    2. finding the right Scion for you
                      Middle English: from Old French, from late Latin passio(n-) (chiefly a term in Christian theology), from Latin pati ‘suffer.’

                      Use over time for: passion

                    From the desk of Tyler Gray:

                    One of the coolest things about working in adverting is that the surprises are never ending.  I mentioned it in one of my last posts that hearing my email ding and opening a PDF full of layouts is like Christmas morning over and over again.  Vic Bath at DentsuBos now has the unique distinction of sending me my first layout where a guy had an octopus stuck to the side of his face.  Yep, an octopus.  John and I were out in Los Angeles shooting when this came through and had some pretty good laughs with Vic about how we were going to pull this shot off.  We looked at prop options in Hollywood and were both amazed at how detailed and believable some of the options were.  We hummed and hawed over getting a live one and just throwing it at our talents’ face when he wasn’t looking, we discussed a dead one and we even discussed CGI.  In the end, we decided to go with the live option.  We named him Billy and he now lives and works with Lindsey at front reception.  He’s really good at answering phones and typing. (Editors note: Lindsey also really appreciates Billy’s suckers as an alternative to licking the postage stamps.)

                    Big thanks to Vic and Ryan at DentsuBos for the opportunity to work on this.  Oh and an even bigger thanks to our client Mary at Scion for introducing the movie frozen to my Kids that day.  **Twitch**

                    - Tyler

                    All Ads.indd

                    Peep some pixels:


                    SCION_PAINTERAll Images © Tyler Gray
                    Photographer: Tyler Gray
                    Agency: DentsuBos
                    Client: Scion
                    AD: Vic Bath
                    CW: Ryan Grosman
                    Bryan Ulrich, Christa Michelle, Olga Kozitska

                    BTS-Comp_Scion_Tyler_webAll BTS Images © Alex Beetham & John Stevancec