Photography
 

Photography overview

Photography is a powerful and essential part of the Canadian Tire brand. Our images help us connect with our customers in a variety of ways. They can be functional, demonstrative, enticing, inspiring and emotional and tell stories that reflect life in Canada.

We categorize our photography style into three main categories:

Storytelling—Life in Canada photography

This photography style is all about inspiring what it means to be Canadian through storytelling and interaction with our products.

We speak generally about how our products/categories play a role in the lives of real Canadians. The photography invites us briefly into a moment in a Life in Canada.

We use this style in advertising, online and upper funnel applications.

We mostly see real people in this photography style.
This area embraces:

• Action/movement
• Depth of field
• Interesting angles
• ‘Characterful’ casting
• Real life imperfections
• Details
• Feelings and emotions

In-situ—Lifestyle photography

This type of photography still showcases the product in an aspirational light, but often in some broader situation/styling opportunity to show context/use cases.

We use in-situ photography when we need 
to show a scene of products in real life. This 
can be things like a backyard patio setup or a kitchen scene.

Setups and angles are controlled and designed 
to showcase products in the best light.

Budgets are mid-range.

Occasionally we see people (and even pets) in this style of photography but the focus should be on the products being displayed.

In-situ photography can be shot in either studio, real life or digitally created.