A photographer works for years developing their own unique style. In the service of their craft, they become ingenious problem solvers, master technicians, and tireless perfectionists. With each new project they take on, they use their technical skills and creative vision to satisfy the needs of the specific job. While not every project can claim a perfect pairing of craft and creative, once in awhile, a job comes along that is so well suited to a particular photographer’s style, it would be criminal for anyone but them to shoot it.
This was the case when JWT’s Nicole Ellerton created the new campaign for Air Canada’s rebrand — there really was no choice other than Nikki Ormerod. We think it’s a perfect fit. And when the shoe fits as well as it does here, the results are nothing short of amazing.
May I present Nikki Ormerods perfect fit: Air Canada’s “Your World Awaits” Campaign.
A few words from Nikki herself:
I felt an instant connection to the artwork for the Air Canada Rebrand. I appreciated the beauty Nicole Ellerton and JWT were trying to capture in this campaign. There really is a romantic aspect to the creative and this is a style of shooting that embodies what I truly love to shoot. I also knew that the nature of the creative would require more work than I’ve had to do for any other project in my career to date. I was just a little excited (a lot) when I found out I had won the job. **Sorry to Nicole for screaming on the phone***.From that point on I was lucky enough to be able to really sink my teeth into every aspect of the process. It was really amazing to work alongside Nicole From talent selection to the pairings of what character belonged in what destination. It was really a delicate process. The post production which I shared with Nick Leadlay was – and still is – incredibly intricate. It’s a completely custom job every time we marry a profile with a background. Every shot deserves a completely different approach. It’s been such a huge opportunity to really let my creativity out. It has become my life for the last month and I’m looking forward to the next phases of the project. The really amazing thing about this concept is that it really is boundless – it has the potential to grown in so many different ways. I can’t wait to see what comes of it.
JWT won the Air Canada account just this past September. Here are a few thoughts form the agency side…..
The breaking campaign, by JWT Canada, Air Canada’s new AOR appointed in September, connects the evolution of Air Canada’s product and service strategy with an ongoing commitment to deliver the world class travel experience today’s traveller expects. It also builds on a key insight from consumers that the richness of their experiences when they travel become a part of them and form a part of who they are.
The work launches a new tagline, “Your world awaits.” which serves as an invitation to the Air Canada experience and celebrates the sense of curiosity and pursuit of excellence that the airline shares with today’s global traveller. “It’s a new voice, tone and manner for Air Canada, yes, but is also about listening to our customers,” says Selma Filali, Director Marketing Communications at Air Canada. “For us, it’s about reflecting our commitment to meet the highest expectations that will help the globally minded traveller make the most of the experiences ahead of them,” Filali explains.
A fresh, sophisticated photographic look, a premium and global sensibility, and a more provocative tone of voice support the invitation to the enriching experience that the tagline evokes.
You’re going to be seeing a whole lot of these gorgeous images, both online & in person. You may have already seen some of these in your browsing:
Or perhaps in the paper?
I challenge you to find a wall in Eglinton station that DOESN’T have Nikki’s work all over it. Total media take over.
It takes an incredible team to execute such an elaborate undertaking, and this group is the cream of the crop.
Photographer: Nikki Ormerod
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
Images © Nikki Ormerod