Our photography should feel real and spontaneous, almost serendipitous. A shot captured in the moment that brings the viewer closer to the action. We don’t want anything that looks too staged or put together.
Photography Categories
People
The guiding principle in all photos is to show pride in Canada and the joy of travelling around our great country. The shots should be authentic, not posed, and taken in warm light at dusk or dawn. An emotion, such as happiness, should be conveyed and suggest a deeper story, a moment—a human connection.
Indigenous/Canadian Culture
Iconic images of Canada include hockey, Mounties, sweeping landscapes with cowboys, maple trees, totem poles and Indigenous dancers. A sense of warmth should infuse every photo, and they should be natural, not posed. We don’t want photos to appear clichéd. Pops of red would also be appreciated.
Vibrant Cities
Cities are the heartbeat of our country. We want to show action, festivals, people together—people connecting—in an urban environment. Use light to convey warmth, and pops of red to tie the photo in with the brand. Showcase the unique character of the city whenever possible.
Food & Drink
Photos should depict meals and experiences being shared—the connection between people gathering around good food and drink, in settings large and small. Close-ups and wide shots may be used, but the viewer should feel the warmth and have the sense that they’re also taking part in the action.
Accessible Adventures
Visitors can experience the diversity of Canada through the wide range of activities to be enjoyed here. Photos should show a variety of settings—summer or winter, city or country, land or sea. Shots should be natural, not posed, and give the viewer the impression that they are involved in what’s going on. It’s also important to convey the feeling that the activity depicted is accessible to all.
Attractions and landmarks
The Château Frontenac, Peggy’s Cove, the CN Tower—Canada’s most iconic landmarks and attractions are already easily recognizable, so the goal is to show them in an unexpected way. This can be achieved by using different angles and perspectives, or infusing the image with warmth by shooting at dusk or dawn. The shot shouldn’t appear too curated—it should set a mood.
National parks
Visitors can take the road less travelled through Canada’s stunning National Parks to experience the vastness, diversity, beauty and tranquility of our spectacular country. Canada is huge, so these shots should highlight that by using wide angles, including people to show scale, and expressing warmth across sweeping landscapes in different seasons. Even a glacier can glow!
Natural wonders
In these shots, the incredible natural beauty of Canada is the star of the show. It’s always preferable to include people in the shot so that the viewer can fully appreciate the scale of what they’re looking at. And there’s an embarrassment of riches to choose from—Rockies, Prairies, the ocean, Northern Lights and more. Try using different angles and shooting at dusk or dawn. Warmth should be felt—even when it is overcast.
Wildlife/animals
Thanks to its diverse climate and geography, Canada is blessed with a wide variety of wildlife. These shots should demonstrate that visitors can easily get close to nature and our beautiful animals, and that they don’t have to travel very far to see them in their natural habitat. Catching the animals off guard—at rest or at play, from far away or up close—will show how impressive they all are.
Art Direction
Photographs should highlight real and raw emotions, where the camera is part of the action. We also want to feature people wherever possible, even if they appear as a small speck on larger landscape imagery. By focusing on humans, travellers can see themselves in our photography and thus, stimulate their appetite for travel. In addition, we should always have a touch of red in our images, hinting to our national colours. Red should not be overwhelming in the composition, but rather a nice wink to our Canadian roots.
Lighting: Warm light
Glowing. Luminous. Radiant. The objective is to always evoke warmth and illumination through the elements in the photo—sun, water, snow. Even in images depicting nighttime, a feeling of warmth should always shine through.
Lighting: Glowing skies
Once again, the skies of Canada should exude warmth, which is why dusk and dawn are favoured to showcase our magical, magnificent country. These special times of day convey natural warmth and have a comforting feel. On an overcast day, for example, the sun should still be felt through the clouds, which can bring texture to a photo.
Composition: Feeling close
The images should give the viewer the impression that they are also part of the action. The photos should be shot close up for greater impact—to better appreciate the feelings of the subjects portrayed. The shots should be authentic, not staged, and convey real emotions.
Composition: Unusual angles
Using unexpected angles helps to reinvent iconic landmarks and images—to literally see things in a different way. These types of shots can be used as part of a mosaic, where a supporting image makes it clear that this is Canada rather than a random image from anywhere in the world. Unusual angles are also a great device to make the viewer feel as though they’re part of the action.
Composition: Small and big
Canada is a big, beautiful country. In our photos, the vastness of the landscapes should be contrasted with the size of the people. People should be included as much as possible so that the viewer can appreciate the scale and textures.
