Nowadays, everyone seems to be carrying a bulky chunk of costly metal and glass slung around their necks. Turn, click, adjust, focus, adjust, refocus, dial in, refocus, click. Repeat. Recap. Rebag. When did taking pictures become so delicately tedious?

Quality photography doesn’t need to rely on fancy knobs and fragile lenses, and Casio is out to prove it. The Elixim G by Casio is just the opposite of overpriced, overdeveloped cameras. Tough on the outside, simple to use, and small enough to carry in a pocket, the Exilim is everything traditional cameras can’t be. Take it hiking, take it spear fishing, take it rock climbing - it won’t hold you up or let you down.

Leave the fancy photography to the sensitive types. You’re ready to get out there and kick some ass. Now your camera can, too.

By blending into a variety of environments and situations, the print campaign shows the Elixim G to be compatible in any location or circumstance. It’s as at home 10 feet under the water as it is 10,000 feet above sea level.

This ambient campaign will place sticker versions of the Exilim G in various locations mimicking the extreme environments that the camera thrives in. The white panel in the middle will appear clear when placed on appropriate surfaces, such as the outside of a rock climbing facility or an aquarium. The resulting image reminds the consumer that the camera is perfectly capable of performing well in these conditions, encouraging users to push their limits in adventure and photography.