Client: Canon
Project: Camera Launch + Brand Refresh
Video & Photography: Tim Jones
Production: The Editors
Role: Executive Creative Director, APAC
We were tasked to launch two new video cameras – Canon’s first compact camera launch in 5 years. Adding to the challenge was our brief to target Gen Z, an audience Canon had never directly communicated with, until now.
We developed a unique creative strategy and strategic proposition based on rich cultural insights and Canon’s own brand truth: one video documentation offers thousands of fresh perspectives. From there, we built our creative platform “See More” and vividly brought it to life with an integrated campaign across social, influencers, digital, TV and OOH.
We collaborated with high-reach Australian content creators and Canon ambassadors, asking them to share new stories and perspectives enabled by Canon.
The TVC and in-store assets were produced in collaboration with Canon and have been rolled out across Australia and New Zealand.
Lens Orbitals
Test sequence showcases the brand's lens system, enabling multiple stories to be told through different lenses
Portal Doorway
Early portal tests unlocked new locations and allowed fresh stories to unfold within each scene.
“Whatever it is, the way you tell your story online can make all the difference.”
The online experience features a launch video, an influencer portal showcasing creator content and UGC, an interactive competition element, and digital product info sheets with detailed breakdowns.