There’s a lot of beauty amidst life in Downtown Abbotsford. This project was all about holding a mirror up to locals — reminding us of the everyday magic woven into the streets, alleyways, and cafés. The energy, the people, the rhythm of daily life — it’s impossible to miss when you slow down and are close enough to see it.
Ode to Downtown Abby
gallery 03
More than a collection of storefronts, historic downtowns are a community — and the best way to showcase this is to capture the people who bring it to life.
The previous Downtown Abbotsford brand presence leaned heavily on place and product. This go, we wanted to shift the focus to the people. The university students filling the cafés between classes. The locals walking their dogs.
The quirks and mannerisms that make this neighbourhood uniquely — us.
Less postcard-perfect, more this is why we love it here
downtown abby
ALL SEASONS '24
The pulse of a place is felt in its gatherings, so events became a major focus. We documented it all — the packed streets of Berry Festival, the slow stretch of yoga in the park, the easy hum of the Saturday morning farmer's market, the late glow of Winter Jubilee. Each one, a reflection of the people who show up and make it what it is.
/ Formats
Brand photography, event documenting, cinematic reels
/ Approach
Favour the real interactions and candid expressions
/ Visual Tone
Staying as true to tone as we can, but with a warm fade and slightly green hues.
field notes
Nothing staged, nothing forced — the story is already here.
The town I was raised and for close to five years, I lived in the center of it all. In my final year, getting to document the small, familiar moments that made it feel like home was the best possible send off to New Zealand.
Summer evenings stretched across a picnic blanket in Jubilee Park. A quick run into Old Hand for my usual black filter coffee to-go. The show-stopping way the sun hits Essendene Ave for 15 golden minutes around sunset. The familiar faces I’d wave to on my brisk five-minute morning walk to Studioture.
These memories hold tight a feeling I'll never lose and this gallery is a love letter to a place that will always be home.
For close to five years, I lived in the center of it all. And in my final year, getting to document the small, familiar moments that made it feel like home was the best possible send off to New Zealand.
Summer evenings stretched across a picnic blanket in Jubilee Park. A quick run into Old Hand for my usual black filter coffee to-go. The show-stopping way the sun hits Essendene Ave for 15 golden minutes around sunset. The familiar faces I’d wave to on my brisk five-minute morning walk to Studioture.
These memories hold tight a feeling I'll never lose and this gallery is a love letter to a place that will always be home.