CREATIVE OVERVIEW

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For the Canon EOS 70D, our goal was to craft a narrative that would inspire professional and advanced amateur photographers to conquer any challenge they wanted to take on. We wanted them to embrace a mantra of "You VS." with resounding confidence -- and to turn to the EOS 70D as their secret weapon in that pursuit.

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The creative narrative of this project hinged entirely on the talent that was selected.

 

Enter Mike Coots. At age 18, Mike had his leg bitten off by a shark while surfing near his home in Hawaii. Despite the traumatic event, it took just over a month for him to get back in the water. But while he was sidelined, his love for photography blossomed. Ever since then, Mike hasn't stopped shooting - especially surfers in Hawaii.

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For Mike, surfing is more than a hobby--it's a way of life. And with drive, determination, and the EOS 70D, he's able to share his vision with the world.

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We visited Mike in Hawaii to document his process and showcase the way the EOS 70D allows him to achieve his goals and tackle any challenge as a professional photographer.

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MY ROLE

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I was in charge of:

• Researching, identifying and casting Mike as the talent for our campaign.

• Negotiating Mike's contract.

• Developing a narrative and content strategy around Mike's story that would also allow us to highlight the technical aspects of the 70D.

• Delivering a content brief and moodboard to Mike so that he could capture photographs within a set of expected criteria.

• Reviewing and editing Mike's social content (both images and copy) before it went live.

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