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Canon - See Impossible

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Working with agency Grey, Taylor James produced this print and digital campaign for the new Canon Exploded lens camera with the tag line ‘See Impossible’.

 This was the first time Canon had broken down a camera for the public. We shot the individual pieces in house, including the talent, with our own photographer whilst also doing the CGI, Motion graphics and Retouch. This was a 360 degree production – Taylor James developed a very efficient pipeline which meant once the print updated the retouch elements they propagated through to the motion scenes.

We created assets for print and digital, providing the client with a huge array of deliverables for Instagram, Facebook, web banners and print publications.

Concept

Pre-visualisation

CGI

Photography

Live-Action

Animation

Edit

Post-Production

Concept

Grey came to us as part of Canons rebranding to really show there is more to Canon than their cameras alone. The technology is used across a wide array of different technology from cinema, medical imaging, publishing and optometry. The brief was to illustrate this by showing their 5D MK III exploded into its component parts and then inserting 4 key features relating to those components which defined the different areas of technology.

Client-Layout

Shoot Production

This was an end to end Taylor James production. Our in house photographer shot the exploded camera components working alongside a camera technician from Canon who disassembled the camera for us on set in real time. Check out the cool time lapse to see how! We were able to shoot the camera in situ on a grid system and position each element as if it was placed in the final assembled camera body. This meant that as we shot the elements we could drop them back together to make the complete camera and move them out along our main axis line to create the explosion.

  • CANON-Macro_2_1920_1280
  • CANON-Macro_1_1920_1280

CGI Production -Book Animation

Whilst all the primary camera components are shot in photography the 4 key features are created in CGI. Creative exploration and animation for each of the elements to find the look and feel along with timings. We captured the lighting information from the set to combine with our CGI and match the photography.

Post-Production

We created a seamless pipeline between our retouchers and motion graphics artists which enabled us to re-use the photography in animation along with all the colour grading and retouch on each of the photographic elements of the camera. On a tight timeline we managed to pipe through the updates into animation very rapidly so we could iterate quickly and run an almost simultaneous pipeline for both print and motion.

CANON-POST-Jim_Workin
Canon-BTS-shoot

Results

We created a hugely diverse array of deliverables for both print, digital and online in a variety of formats to create a truly cross platform campaign for Canon’s marketing.

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  • 3418_CANON_EXPLODED_MultiMedia
  • 3418_CANON_EXPLODED_MAG