CREATIVE OVERVIEW

​

Many amateur photographers lose great photo opportunities because they are not aware of what techniques can make a great picture. To combat this, we set out on a mission to help them get the most out of their photos.

​

Through social listening, we identified New York City’s most photographed destinations and placed pop-up billboards there. The billboards were powered by real-time API data like weather conditions, location, traffic, and time of day. Over 200 customized, real-time tips were broadcast across the billboards.

​

To support photographers of all skill levels, the pop-up locations were staffed with photography experts as well as an array of Canon cameras, lenses, and filters for trial.

​

In addition, we identified and partnered with the most influential photographers in NYC. Each captured content at the billboard locations and posted calls to action on their social channels to raise awareness of the activations and inspire their followers to visit.

​

MY ROLE

​

In addition to being involved in the ideation and creative development phase, I led content and social strategy for this campaign. Other responsibilities included:

• Devising social and content best practices which led to a 1,485% lift in brand engagement and 31% rise in weekly social shares for Canon.

• Sourcing, contracting, and briefing the photographers that were responsible for capturing content at each of our locations.

• Providing direction and edits on photographer's copy and image choices.

​

AWARDS

​

2016 Cannes Silver Lion - CYBER

2016 Cannes Bronze Lion - OUTDOOR

2016 One Show Silver Pencil - DIRECT

2016 Webby Awards Shortlist

​

​

​

​

​

​