Canon: Lighten Up
Print & Motion Campaign
Silver Award
S32D Artificial Intelligence, Creative Elements Campaign
Instagram Reels. Motion pieces were developed in Adobe After Effects, with photography captured using Canon cameras.
Campaign concept
In today’s world, everything is about uploading what you’re doing. People grab their phones, snap a quick pic, and it’s instantly buried among thousands of others in their gallery. The act of capturing life has become automatic and disposable.
Made for people who value their time and want their photos to show it. They don’t see themselves as photographers, but they do want to feel proud of what they create. Canon PowerShot allows them to add purpose to their pictures in an easy and approachable way.
Motion concept
In film, motion is recorded at 24 frames per second. This campaign twists that idea, showing that one frame can hold every second of a memory. Inspired by pioneers like Muybridge, Rejlander, and Marey, the videos reference the origins of photography and film to create a layered concept.
Print ads. Assets were AI-generated using ChatGPT and refined in Adobe Photoshop.
Process
Brand audit
Before starting the creative work, I conducted a brand audit to analyze Canon’s positioning and communication.
Motion
