Storytelling—Life in Canada photography

Each shoot should be designed to capture expected and unexpected moments, welcoming spontaneity and allowing things to happen along the way. Set the scene rather than stage the shot.

Every location has its own geography and physical dynamics. Look for interesting angles to bring an immersive perspective to the photography and capture the feeling of actually being there.

Life isn’t perfect. In fact, it’s often far from it. Let’s embrace life’s imperfections in our shoots and showcase what life is really like—from setting up to cleaning up and everything in between.

While it’s good to see smiling faces, we should also be mindful to capture a range of emotions that fit the moment. Tranquillity, curiosity, focus and adventurousness all look a little different.

Depth of field gives images a more natural look, adding warmth, perspective and focus. Depth creates a greater sense of realism, using foreground or background elements for natural compositions.

We are thoughtful and representative when casting for talent. We actively strive to reflect the unique diversity of Canadians that walk through our doors, in age, culture, gender, body type and otherwise.

For more information visit the casting guidelines page. Go to Casting In-situ & Storytelling Photography

In general, we dial back colour intensity by utilizing softer and authentic tones. Colours should always feel human and natural, never too loud or distracting.

Much like CT Soft Black, the blacks seen in Canadian Tire storytelling photography is always soft and never a pure black.

Photos should always use natural lighting whenever and wherever possible. If additional lighting is required, setups should aim to mimic natural light.

Using light sources within the scene can assist in adding warmth and dimension to the image.

Subtle moments of motion blur can help bring a cinematic quality to a photo, giving a once static image some movement and life.

Thoughtful composition can create intrigue, lead the eye and help convey the story you are trying to tell.

Experiment with unique cropping and framing to add to your mix of shots.

Negative space can often be just as powerful as filling a frame.

Another way to draw your viewer into a scene is to use an over the shoulder perspective. This perspective adds depth to an image and helps us feel like we’re there experiencing the moment, connecting us to the people in the image.

Propping should authentically represent the diversity of life in the homes of Canada.

Propping should enhance and create an authentic environment that can show something meaningful and personal to the talent and the scenario Canadian Tire is capturing. Whether that is reflecting a family tradition, or representing their culture as examples.

TIP: When possible, consult with the talent to gather ideas and understand the best way to add a personalized touch to the scene.