CREATIVE OVERVIEW

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Since its release over a decade ago, the world’s most legendary images have been captured on the Canon EOS 5D. 

The new EOS 5D Mark IV was 2016's most anticipated camera. We knew that out of the box, the images it captured would be legendary. So we planned an entire campaign around the first images it produced - before they were even shot.

We gave three influential photographers and one cinematographer a challenge: 24 hours after receiving the camera, they would have to display their images/film at the renowned Whitney Museum of Art in New York. Along the way, they would also be responsible for posting updates about their journey so their fans could follow along in real-time on social media.

Without knowing what images they'd capture, we invited 130 prominent members of the press and New York’s photography community to watch as everything was unveiled for the first time.

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MY ROLE

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I was part of a small, core team that sold-in the creative concept to Canon. Additional responsibilities included:

• ​Devising the social and content strategy for overarching campaign.

• Casting all talent and negotiating their contracts.

• Authoring content briefs to ensure the photo and video would highlight vertical-specific product capabilities.

• Serving as talent's main POC.

• Managing production timelines for all 5 video shoots.  

• Providing creative direction on-set.

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AWARDS

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One Show Shortlist - BRANDED  ENTERTAINMENT

One Show Shortlist - EXPERIENTIAL

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