CLIENT
Canon Regional

DISCIPLINE
Advertising
Concept
Art Direction

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AWARDS
Platinum
Muse Awards
Grand
NYX Video Awards
Canopus
Vega Digital Awards

Born to Rule : A 3x award winning campaign launch that rule the R Series.

↑ WATCH TEASER

A 15-second teaser giving a sneak peak of both the products 3 weeks before the official launch.

A crucial product launch in the most unprecedented times, the latest EOS R5 & R6, are arguably Canon's most exciting mirrorless full-frame cameras with features that will rewrite the benchmark of mirrorless photography.

↑ WATCH 60S TVC

The Canon EOS R5's 8K video recording capability is the jewel in the crown amongst other key USPs such as 20 frames per second, 8-Stop In-Body Image Stabilizer, and native ISO102,400.

Conceptually, we want to explore the idea of an unstoppable wave the two cameras are about to unleash. The idea was to communicate the products taking everyone by storm and create a larger-than-life visual experience to illustrate the cameras’ powerful attributes. Using the storm as the key metaphor, we engaged various interpretations of the storm to highlight the features - a spinning zoetrope for 20fps, the eye of the storm for image stabilization, an explosion of butterflies for 8K video quality.

The overall design approach infuses a mixture of live imageries and CG-rendered components to create a series of key visuals that invoke grandeur and mastery for each of the key features of the cameras.

Expanding the creative to digital and social media, a set of Instagram Stories were developed to intrigue viewers by challenging them to trivia question or feats such as “Are you as sharp as an owl?” or “How many times can you tap the screen in one second?”, before we reveal the camera’s prowess such as high-speed shooting at 20 frames per second.

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