Turn the page by Oumayma B. Tanfous for Indigo

About

For a new season, a new mood, Oumayma B. Tanfous directs and photographs for Indigo, Canada's largest bookstore retailer, in their Fall 2021 back-to-school campaign.

Oumayma's ability to capture people's essence comes through in these warm and joyous visuals. The contemporary look and feel conceptualized by Wedge sets the tone for a refreshing new year.

In collaboration with

In Advertising, Photography, Videography & Film

two men kissing and weaking polo near a river

Bill board Indigo shop streets of Toronto

''This was a great opportunity for Wedge and I to collaborate and bring to life a vision that showcases our values. We met early on in our careers and working on this together felt so good. I have mad respect for their creative approach and the flair they bring to the local & international scene.''

— Oumayma B. Tanfous

Portrait of a man with makeup and pink background

Hand holding a mushroom over a pile of books

''I love how they lean into the artist’s vision, this was true teamwork through & through!''

-Oumayma B. Tanfous

Credits

Client Indigo

Chief Creative Officer Nathan Williams

VP Creative Studio Michelle Donnelley

VP Marketing Alison Lawler-Dean

Director of Creative Services Judith McKay

Agency Wedge

Creative Director Sarah Di Domenico

Design Director Justin Lortie

Design/Art Direction Lead Capucine Labarthe

Designer/Art Director Élodie Trudel

Writer Zach Radford
Sarah Di Domenico

Motion Designer Amelie Haeck

Sound Designer Olivier Lamontagne

Project Manager Anthony Galati

Production agency Consulat

Director Oumayma B. Tanfous

Director of Photography Renaud Robert

Photographer Oumayma B. Tanfous

1st photo assistant (light) / Gaffer Tom Berthelot

2nd assistant Natasha Hernández-Canett

Digitech (day one) Charles Vary

Digitech (day 2 and 3) Emily Velasquez Gilbert

Fashion stylist Amanda Lee Shirrefs

Assistant Lindsay Ferlund

MUA Mayillah Ezekiel

Assistant Claudine Jourdain

Set design/Accessorist Audrey St-Laurent

Assistant Camille Bégin

Post-production photo Oumayma B. Tanfous

Post-production background Kloé Rahilly

Post-production video/ Offline-colo-online JP Charlebois

Roto-VFX Théophile Mur

Music Wedge

Models Lindsay (Folio)
Shawn-Olivier Paul (Agence HM)
Théo (Girafe)
Shahzaib (Good Faces)
Samy
Naadei (Folio)
Alicia T. (Mavens)

Producers Elyse Belmont-Stroh
Sebastien Boyer

Production director Lola-lou Fergeau Mariko

Producer on-set Emilie Mercier (Day 1 & 2)

Production coordinator / Pre-production Marie Pontais

Production coordinator / pre-prod + on-set Louane Williams

Production assistant (day 3) Aïcha Morin-Baldé

Host in studio (Day 1+2) Tiffany St-Surin

Host in studio (Day 1) Cloé Blais

Runner Isaac Raymond

Turn the page by Oumayma B. Tanfous for Indigo

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