Objective Established in 1937, Canon started out with the vision to make the best camera for the world. Seven decades later, it is a global leader not only in photography, but also with a wide portfolio of consumer and business products. Its DSLRs are widely used and endorsed by some of the world’s best photographers. It released two new cameras that would prove to disrupt the market, and we were tasked to create engaging and informative content that showcased these products in a relatable and inspiring light.

Solution We turned to our social listening tools, and learned that one of the top searched photography terms was ‘travel photography’. With that, we teamed up with celebrity photographer Justin Mott for the pilot episodes of our Photographer Series, and took viewers around the world through a series of travel-inspired videos shot in unique locations. Each video was shot with the latest Canon camera model, allowing consumers a taste of its performance capabilities.

To further increase product awareness, each episode was accompanied by spin-off articles based on the expertise of Justin Mott. They re-emphasised unique product features through shots taken on each trip, accompanied with a narrative through a relatable, yet informative copy.