This video campaign introduced a range of Canon cameras to the ‘enthusiast’ audience and challenged them to become semi-pro photographers. Our concept featured real Canon customers using the products to highlight the importance of having the right kit.

Portrait artist James Musselwhite proved to be a great case study after shifting from his usual ‘family portrait’ work to the incredibly intriguing, brutal and yet beautiful world of wrestling. This dynamic story allowed us to demonstrate the Canon EOS system and L-Series lenses, which gave him all the tools he needed.

The result was a fascinating video series that informs and inspires.