This photo series was mandated by CART1ER as part of a multi-platform campaign for Multi-Prêt, a mortgage loan company in Québec, Canada. The concept presented by the creative team focuses on the notion of obvious things: "A cat is cute," "an egg breaks," "wind is windy," "fur is soft," followed by "Mortgage is Multi-Prêt, who else?" The insight was to communicate the client's domination of the market. 

The technical challenge was to do it all in one day. We shot eight of the nine visuals in a studio with small pieces of sets  - interchangeable walls and floor covers that could be moved around and changed quickly - according to the set direction. Light became a language to create codes - for example flashing a frontal strobe for portraits or emulating ambient window light for indoor scenes.

The color palette had to be used in a subtle way not to create an over-the top look but we wanted to maintain a pleasing uniformity. Orange, green, pink, yellow, blue co-exist together in a world that feels natural and fresh.