Here is another opportunity to make some subtle but meaningful choices that elevate this spot.
I really mean it when I say there’s something about the Canadian royalty of this brand that means a lot to me. There’s a generation of Canadian ads that all of my contemporaries grew up with that immediately feel “of the era.” It’s a shared nostalgia that’s deeply tied to KD and its place in the childhood (and adulthood!) of so many Canadians. I’d love to borrow from that visual language in two specific ways.
Small-format capture and a 4:3 aspect ratio.
I’d love to shoot this in a Super 16 digital crop on the Alexa 35. It naturally exaggerates the effect of our slow zooms, while allowing us to lean into a subtle film emulation that I think would be chef’s kiss. This open gate style of framing also allows us to protect for the various aspect ratios required for different social deliveries in a way that doesn’t compromise framing. With this approach, 16:9, 4:3, 5:4, 9:16, and everything in between will look good.
The 4:3 aspect ratio supports that same nostalgic language while allowing us to embrace strong centre framing throughout. It also gives us flexibility for the various delivery crops without compromising the composition.
Together, these choices gently nod to the visual heritage of the brand, serve the story we're telling, and solve a practical production challenge all at once. As far as lighting goes, I see everything as natural and motivated by practical sources. Nothing overly poppy or saturated. Let the iconic yellow of KD become the brightest thing in the frame against beautiful, naturalistic light.
This choice isn’t meant to be superficial; it’s an intentional nod to the nostalgic heritage of the brand while committing to a look that can live across all aspects of the campaign.
One that is a deliberate and timeless aesthetic choice.
We can put our heads together on that during our call.