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ROLE: Concept, art direction, design, copywriting
CHALLENGE: Position Canada Film Capital and its sister company, Entertainment Partners Canada, as expert advisors on tax incentive and payroll services.
SOLUTION: To achieve a playful, evocative tone, witty comparisons are made between the companies’ expertise and well-known Canadian cultural highlights.
For the first series of ads, thick red sections both frame the imagery and form an abstract visual of the Canadian flag. Bold, vibrant, close-cropped images further focus the viewer and increase curiosity about the message.
In the second set of ads, common phrases are incorporated into headlines and complemented with playful imagery to create double entendres and a series of tips that demonstrate the kind of cost-saving advice the companies can offer.