Concept, Art Direction, Design.
I worked on several campaigns for Canon, including:
Go into any camera shop and you'll find that the lens section is extremely hard to navigate, unless you're a pro. We wanted to communicate the results that different lenses could achieve to recreational photographers, so that they would understand their value and consider purchase.
To fit with Canon's ongoing brand campaign 'Live for the story', we broke down lenses into four basic buckets and clearly demonstrated that with each lens, there's more to tell.
This one was easy - Canon can claim that their ink lasts longer than competitors, so we created a simple campaign with a very clear benefit and visual impact, rolled out in print and banner ads.