Inspiring an army of
photographers to
be more creative


Canon is a leading maker of DSLR cameras. But when your most valuable audience - tomorrow’s customers - have discovered photography through apps and smartphones, a DSLR can feel complex, technical and very left brain. Canon needed to start a meaningful dialogue with this audience, and prove that it exists to help all photographers find new levels of creative expression.


We created a project called LE_AP - designed to stretch photography enthusiast's creativity and help them capture images unlike any they’d taken before. Every day, for 30 days, we released a new photography brief for our audience, and invited them to upload and hashtag their images on Instagram, sharing with other photographers and building a network of support, encouragement and appreciation. LE_AP content films were watched more than 1.4 million times, for a total of more than 300 days watching time. By the time LE_AP had finished more than 5000 incredible images had been created, attracting more than 500,000 likes and more than 20,000 comments.

Additional projects