Singapore

2020

Born to Rule

Entrant Company

Paradox Media Pte Ltd

Category

Advertising

Client's Name

Canon Singapore Pte Ltd

Sub-Category

Advertising Campaign

A crucial product launch in the most unprecedented times, the latest EOS R5 & R6, are arguably Canon's most exciting mirrorless full-frame cameras with features that will rewrite the benchmark of mirrorless photography. The EOS R5's 8K video recording capability is definitely the jewel in the crown amongst other key USPs such as 20 frames per second, 8-Stop In-Body Image Stabilizer, and native ISO102,400. The driving concept is to use multiple interpretations of a storm to showcase these features - a spinning zoetrope for 20fps, the eye of the storm for image stabilization, an explosion of butterflies for 8K. The original campaign header was "Take You by Storm" but due to sensitivity over the term Cytokine Storm during the pandemic, the header was changed to "Born to Rule". The entire TVC was created and rendered in full CG and includes a list of deliverables from stills key visuals to social media engagement posts to print collaterals over the span of 3 months.

Credits

Account Director / Paradox Media
Sebastian Lee
Creative Director / Paradox Media
Lynn Ho
Account Executive / Paradox Media
Roseline Wang
Art Director / Paradox Media
Colin Yeap
Senior Designer / Paradox Media
JX Cheng
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