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Canon EOS M TVC

Patrick Ng 黄榮霑
•
Canon eos dslr camera mirrorless photograph lenses EOS M
CANON EOS M
"Ability Meets Agility"
Creative Rationale: 
To develop a communication campaign introducing EOS M, Canon's first mirrorless camera, into the mirrorless interchangeable lens camera (MILC) category. As the late entrant into the MILC category, Canon have to clearly defined their positions against competitors, and communication strategy must break through the clutter of mirrorless advertising.

We utilised a cinematic view technique of a split screen, one half of the screen seeks to spell out Canon's product and functional attributes to communicate 'Ability', while the second half of the screen delivers a sweeping high action, emotional shot to communicate 'Agility'. This split screen technique is able to fully deliver the message of "Ability meets Agility”, whereby EOS M is the meeting point, bridging both these worlds. And this treatment is carried across all channel execution including digital and print. 

To showcase EOS M Ability meets Agility - interchangeable lenses, compactness and mobility, a rustic city setting in Girona, Montserrat and Barcelona, Spain was chosen to display the many adventures one can experience with the EOS M. The same song 'Secret' by One Republic was also selected and recomposed to enhance the experience.  

The regional campaign was launched in Singapore, Malaysia, Indonesia, Thailand & Vietnam in late October 2012. 



Concept: Patrick Ng, Tanner Nagib, Woon Hoh, Lionel Tan, Satish Khattar, Peipei & Anson
Client: Canon Singapore
Agency: Hakuhodo Inc Singapore
Copywriter: Satish Khattar, Tanner Nagib
Art Director: Patrick Ng, Peipei & Anson
Film Director: Jack Wung  
Production: Hot Pictures Production
Photographer: Tyler Stableford (Canon Explorers of Light) & Draper White
Post: VHQ Post Singapore
Audio: Neon Sound Singapore

                 Commercial 60s.



                Commercial 30s.



Commercial 15s.



                 English featured video 6mins




                Directed by Jack Wung, Hot Pictures Production. 
                Photographed by Tyler Stableford. www.stablefordstudios.com
                Post-production: VHQ Media Singapore. www.vhqmedia.com/ 
 
 
 
 
 
 
 
Canon eos dslr camera mirrorless photograph lenses EOS M
Print (Phase I)
Photographed by Tyler Stableford. www.tylerstableford.com

 
 
 
 
 
 
 
 
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Print (Phase II)
Photographed by Tyler Stableford. www.tylerstableford.com
 
 
 
 
 
 
 
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Brochure Design.
Photographed by Tyler Stableford. www.stablefordstudios.com






Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
http://www.canon-asia.com/EOSM/en/#home

Mircrosite by yolk.com.sg/
 
 
 
 
 
 
 
 
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Canon eos dslr camera mirrorless photograph lenses EOS M
Point-of-purchase Designs.
Canon EOS M TVC
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Patrick Ng 黄榮霑's profile
Singapore, Singapore

Canon EOS M TVC

Hakuhodo Singapore's 2nd ever EOS execution outside of Japan. Canon EOS M - "Ability meets Agility" campaign, to convey Canon's first mirrorles Read More

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