CLIENT
Canon Regional

DISCIPLINE
Advertising
Concepts
Art Direction

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AWARDS
Platinum
Muse Awards

“A little nonsense now and then is relished by the wisest men.“ Discover the world differently.

↑ WATCH 30s TVC

With the prevalence of smartphones and their camera capabilities, the appeal of owning a DSLR has dwindled. Even for existing DSLR owners, many have stopped exploring beyond the starter kit lens that came with their camera. This phenomenon has significantly impacted interest levels leading to poor lens sales. This campaign aims to find an alternative solution to rekindling the interest in DSLR photography and the appeal of interchangeable lenses.

We created the main protagonist, a character we called the "Architect" who is inspired by Willy Wonka & the Chocolate Factory. He is a whimsical and eccentric creator of lenses in his lab, taking viewers on a tour in a journey to explore different worlds under the optics of various lenses. Moving away from the technical and mechanical nature of lenses, the concept hopes to spark imagination and capture the infinite possibilities of creativity each lens genre brings – from macro to wide to telephoto lenses.

As the concept is inspired by Willy Wonka and Wes Anderson films, the art direction combines strong and distinctive visual styling with a touch of eccentricity in a Broadway setting to create a more theatrical presentation. Juxtaposing contrasting colors with monochromatic vintage devices, the art direction adds a layer of quirkiness and fun that helps dissipate the air of formality and seriousness associated with the sleek and sophisticated lenses.   

Extending the communication of the wondrous and whimsical worlds in the TVC, the key visuals crystallised the concept using symbolic elements to relay the unique properties of the worlds each lens category brings. For example, the key visual for macro lens uses 3D renderings of mushrooms showing close-up details while the tennis balls and rackets depict the world of telephoto lenses.

Expanding into digital and social media, the direction takes on a more demonstrative approach displaying real-case photos to drive in the benefits of each lens category. These are developed for instagram stories, and instagram & facebook carousel posts. 

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