As smart phone cameras got better and better, camera sales were getting worse every year.  So how does an iconic camera company convince people to upgrade?  Build a complicated Rube Goldberg-inspired machine for the sole purpose of showing them the amazing photos their smart phones can't capture.  I was GCD and writer on this project that was even more stressful to film than it looks.
We cut the 2-minute video into the ever-popular :15 preroll size.
We also created an interactive mobile game where people were challenged to capture the perfect water hat moment with their cell phone...and we hid a couple of messages in the .001 percent chance that they did. 
And we got a bit competitive against iPhone with some "Shoot for Greatness" gifs that literally show the difference a Canon can make.
Finally, we put on an event where people could experience for themselves how easy it is to capture an amazing moment with a Canon. Located across from the Whitney Museum, our Ultimate Photo Park included different stations where people could play with speed, aperture, light and perspective to create playful photos that were inspired by those in our films.
SHOT ON CANON Augmented Reality
This is a different Canon project that I love that we didn't get to create for real -- because it relied on hijacking an iPhone campaign that Apple not-so-conveniently stopped running. The idea was to use AR to show people how the photo in a Shot on iPhone billboard would be even better it were shot on Canon.  All they had to do was hold their iPhone (8 or above, which introduced AR technology that didn't require an app) to the billboard, then watch as a pretty great shot changed into an even better one.  The whole thing might've been bad timing, but it's still a pretty darn great idea.
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