PC Financial's 'Just Good Coverage' by Todd Selby
PC Financial depicted its range of services with spirited ads by Todd Selby. "It was a bit of a different vibe for me, since I normally shoot reportage-style for things like [my recent book] 'Fashionable Selby,' " he explained. "This was storyboarded out with a recurring color concept and much more constructed, which was really interesting. I enjoyed collaborating with the entire creative team … and it's always fun when the art direction takes me down a path I wouldn't ordinarily choose."
Selby focused on capturing the right, emotion-filled moment for each tagline. "I set up everything and I shot a lot while making the people feel comfortable, which is important to me," he said. The final campaign, called "That's Just Good Coverage," contains just good images.