CANON
Task
Launch Canon’s first ever video-first camera.
Canon is seen as a legacy photo camera brand by Aussie Gen Z. We needed to shift the brand perception by understanding the spaces content creators occupied and what Gen Z thought of content creators.
Video content dominates the content creator space with a shift towards ‘documentations’ vs ‘vlogging’. “This video changed how I see my past” - I saw this comment on one of the videos and it proved to be a popular comment. Further qual and quant research reinforced that this reflects a wider behavioural shift in consumers to value storytelling.
Proposition: Perspectives is the new cool
Unlock: Coolness today isn’t seen, it’s felt
What if Canon could dominate the documentation space and become synonymous with motion storytelling?
Honing on the brand’s ethos ‘Kyosei’ (collaboration for the betterment of society), it’s obvious Canon had a competitive edge.
I worked closely with the creative team to come up with the creative platform: ‘See More’. This laddered down to an integrated motion-based campaign, aiming to change consumer perception of the brand by showing new perspectives in mundane events.
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Because perhaps the video of your childhood dance recital isn’t just embarrassing—it’s proof of how fearless you were.
Perhaps the giggles, the chaos, the candid moments matter more than the perfect shots.
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Work