Goal: To advertise the brand Canon cameras in a creative way.
Outcome / Opportunity: Given there was no SMP, this gave the opportunity to create freely without limitation. Rather than working from a set strategy, the direction for each execution was driven by Canon's core product strengths: detail, speed and surprise. The final outcome was three executions in print media forms, magazine and book, each exploring different ways of what makes a great shot.
Skills used: Skills were used through Adobe Photoshop and Illustrator, editing, cropping and blending multiple images to create one. Attention to detail ensured the audience's eyes followed a natural pattern of hierarchy, helping them understand what the ad was communicating.
Execution 1: A great horned owl's eye is replaced with a camera lens, linking the bird's natural precision to the camera's optical sharpness. Paired with "Nature's sharpest eyes" and "See every detail," it positions Canon as a tool built for capturing fine detail.
Execution 2: A cheetah mid-sprint is framed from the users pov through the camera, complete with autofocus points and shutter speed. The execution captures raw speed and precision, positioning Canon as fast enough to freeze even the most unpredictable moments, reinforcing the statement "Never miss the action."
Execution 3: A donkey's grinning face fills a camera lens, caught mid-laugh in a playful, candid moment. It softens the campaign's tone, showing Canon is built not just for precision and speed, but for capturing genuine joy.
Brand: Canon
Product: Canon cameras.
Target Audience: Not specified.
SMP: Creativity (No specific SMP for this brief)
Media: Print (Not specified)
Project overview:
