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The Rap7or :
Instinct Takes Us Closer

↑ WATCH 60sTVC

Capturing avian subjects up close, but over a great distance - the contradictions of bird photography.

Canon’s EOS R7 empowers photographers with features that are tuned to nail in every moment while in the wild. Embodying the qualities of the Raptor (Bird of Prey) as an analogy, the mirrorless camera calls for precision, speed and clarity as its key appeal.

To convey the features of the EOS R7, we formulated a story about a bird photographer honing in on an osprey he’s about to capture. 

Instinctively, he knows where the bird is, and the urgency of tracking down the Raptor takes him closer to landing the prized moment and shot with the EOS R7. 

Alongside a decorative logo using a raptor and the camera’s name, a suite of ATL and BTL adaptations was curated for the launch. Lifestyle images and social posts highlight the features and capabilities of the camera, providing bite-sized technical content for viewers to explore more about the camera. 

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