Speaking to a particular audience is one thing, but speaking to every person in the province is another thing altogether. In order to not only connect with, but represent, the great diversity of people we have in Alberta, we presented a visual characteristic as unique as it is familiar – pockets. In shooting with anamorphic lenses, we could create an ad that felt intimate while framing the pocket in a vast range of backgrounds, cultures, vocations, and recreation – showing the wealth of Alberta and its people.