Fido is a wireless provider with deep roots in the millennial demographic, bringing in over 1 billion dollars in revenue annually. Supporting a creative refresh lead by Taxi, the brand team required an image bank to help with internal communications and recruitment. We help create a style and treatment for imagery through the direction of a 3 day shoot, capturing the youth of tomorrow through a lens today.
Teaming up with talented lifestyle photographers Roberto Caruso and Sandy Nicholson to capture the urban, rural and retail moments themed around youth. Personalities and shared interaction told stories of youth and life being lived. Scale, movement, cropping and colour treatments help own and define a look familiar to the audience.
