Creative direction

Every one of WestJet’s photos should tell a story. Whether capturing intimate details in a local market or breathtaking wides of an expansive desert, each shot needs a point of interest while still feeling natural and not overly contrived.

Much like the authentic experiences WestJet offers, each photo should be lit and coloured true to reality. Where possible, natural lighting should be used. A way a shadow is cast or light is reflected can add visual interest to a photo.

Do

• Use photos with rich details, textures and intriguing subjects
• Employ interesting and unexpected angles & perspectives
• Look for interesting natural shadows and casting of light.
• Use blur and unfocused subjects to capture candid moments
• Ensure images are lit evenly with correctly exposed midtones and shadows

Don't

• Use photos with minimal story & intrigue
• Create overly contrived scenes
• Use blur on the entire image
• Overly stylize the lighting or add lens flares
• Add lighting effects or colour filters

Guests

Our photography reflects the real comforts and excitement of traveling with WestJet. To achieve this we need to ensure our subjects are diverse culturally, in age and in their stage of life. Their wardrobe should always reflect their unique personalities.

Do

• Capture diverse and unique subjects
• Capture candid and unexpected moments
• Use subjects engaged in a moment, unaware of the camera

Don't

• Use cliche or typical models
• Use clearly posed or unauthentic images
• Use subjects with exaggerated emotions or unnatural eye-contact

WestJetters

It’s always been our people that set WestJet apart. Our diverse group of WestJetters loves travel (and the stories it brings) every bit as much as our guests do and each and every one of us is excited to be helping our guests find moments and memories to look back on.

WestJetters should always be shown in their actual roles with role-appropriate and accurate uniforms. When WestJetters are shown with guests they should still be shown focusing on the guest and making eye contact with them.

Destinations

From the City of Light, to the endless surf of Honolulu or sensory overload in New York, every WestJet destination has a unique pulse.

• Do not use destinations that are not part of our network
• Do not manipulate or change landscapes

Views

Our wide shots capture an essence of each place that can’t be compared to any other. Each one should leave the viewer thinking “I have to see that”. For city shots, try and use a unique angle of the city. An open shot isn’t necessarily a bad one if it instills a desire to travel there. Natural colour is key and features prominently in each shot.

Experiences

We all know it’s not the views that make up the most memorable travel moments — it’s the experiences. In conjunction with our breathtaking wides we will feature intimate close-ups, adding depth and texture to every WestJet destination.