See Impossible

Working with agency Grey, Taylor James produced this print and digital campaign for the new Canon Exploded lens camera with the tag line ‘See Impossible’. Grey came to us as part of Canons rebranding to really show there is more to Canon than their cameras alone. The technology is used across a wide array of different technology from cinema, medical imaging, publishing and optometry. The brief was to illustrate this by showing their 5D MK III exploded into its component parts and then inserting 4 key features relating to those components which defined the different areas of technology.

PRE PRODUCTION ︱cgi modelling

Planning was of the essence to understand which elements inside of the camera we could and could not show. We also spent a great deal of time planning the additional CG elements such the theatre, Eye chart and book to ensure that as we shot the photographic elements the CG would align in the right perspective and sit nicely within the exploded camera view.

Taylor James’ partnered with photographer Harry Fellows to capture the individual pieces of the camera in the studio, as well as the talent. This was the first time Canon had broken down a camera for the public. We shot the individual pieces & talent, whilst also doing the CGI, Motion graphics and Retouch.

This was a 360 degree production – Taylor James developed a very efficient pipeline which meant once the print updated the retouch elements they propagated through to the motion scenes. We created assets for print and digital, providing the client with a huge array of deliverables for Instagram, Facebook, web banners and print publications.