Canon USA: Photo Coach
Canon's mission is to help everyone realize their creative vision, and to provide the tools and knowledge to make it a reality – in a way that informs and inspires. Many amateur photographers lose great photo opportunities just because they are not aware of what can make a great picture. Canon saw an opportunity to not only help them to capture unique images, but to help educate them about what goes into taking a great photo in the process. Our objective was to create a campaign reflective of Canon's heritage of being an innovative, technology-focused brand – characteristics found in all of its products – that provided photographers the tools and knowledge needed to take amazing photos. And, our messaging had to reach photographers at the most critical time – right when they were snapping their shots.