04
Canon
Role: Art Direction
Finding a distinctive campaign voice inside a tightly governed global brand system.
Context
Canon's global guidelines left little room to move, yet the campaign still needed to stand apart from everything else in the category.
Challenge
Brand campaign work needed a distinctive visual point of view within tight guidelines.
Approach
- 01Mapped where the guidelines were fixed and where they were genuinely open.
- 02Built the campaign character from composition, pacing and photography rather than from brand elements.
- 03Pressure-tested the direction against brand governance before production.
Outcome
Developed art direction that stayed within brand rules while giving the campaign its own recognisable character.
- Campaign art direction
- Photography direction
- Asset suite
Art directionBrand
Work
5 images — click to enlarge
Next