Encouraging photographers
to rip up the rulebook


Our target was enthusiast photographers; those who have moved beyond point and shoot images. Our aim was to create a unique series of experiences that would not only be inspirational, but encourage discussion in the wider creative community.


We created THE LAB - a series of live photography experiences designed to shift creative thinking behind the lens. We recruited six photographers from our enthusiast audience for each experiment. Capturing their reactions, and celebrating the remarkable images they captured in extraordinary circumstances. THE LAB has totalled more than 8.3 million views online and 160,000+ social engagements – with only 4% of views being the result of paid media. Shifting Canon’s role from a product manufacturer to a creative instigator, ultimately championing a more thought-provoking approach to photography.

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