Born to Rule

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.