canon

1. Canon
Campaign

2. Who is the
client?
Canon is our client, the world's leading
imaging brand, specializing in making
cameras and the beauty of photography.
They want to be given the chance to help
people express their creativity through the
power of photography and imagination.

3. Canon Campaign
The campaign 'journey', is one that entails
creating an art, design or media towards
photography focusing on journeys, real or
emotional, those that are done over time or
changes in the world around us. This is what
Canon would like as an outcome for my
project.

4. What is the
purpose of
the company?
Canon want to be given the chance
to help people express
their creativity through the power of
photography and artistry.

5. Target Audience
Our target audience are
people aged 15-25, in hopes of
encouraging them to use
canon equipment, journeys
including school/college life or
going to work could be
relatable to people of those
ages considering most of them
are at that stage in their lives.

6. The advertisement on the right is advertising a
larger more professional camera that the owner
of the camera would most likely have to plan
their day to use. Its professional in more ways
than one, the slogan being hard and upfront,
playing in part with the colour scheme of the
advertisement, dark, natural cool colours. It
makes it clear through the advertisement that it
is targeted towards people that want to pursue a
career in photography.
The advertisement on the left is advertising a smaller,
portable camera, great for festivals and nights/days
out, perfect for younger people that tend to take
photos while out, spontaneously. It is shown to be
targeted towards a younger audience using bright
colours and fun writing, it is made to seem
lighthearted. These elements make it far different to
the advertisement on the right.

7. Practice for adverts.
Putting three photos I had taken in
different locations was proven easier
than expected. Having to
experiment with different blending
tools for the two street photos to
look less out of place behind the
bridge. Creating a sort of silhouette
with the bridge was important to
give the background the focus of the
end product, this was done using
the burn tool to create shadow. I
then created multiple different
coloured versions by changing
the colour hue and brightness.

8. Print
advert. To create a print advert look, we
changed each colour of the photo to
mask the original photo into looking
like a print advert that had been done
digitally. Vibrancy was important,
choosing bright colours that would
stand out. Each colour became a
layer, making it easier to fix or change
certain colours. This created an
animated and psychedelic look.

9. Canon logo
It was important that when we added the
canon logo, we made sure it was the official
colour. We didn’t edit or change the colour
of the logo or the font used to make the
original one. Because canon is our client it
meant we had to keep the logo visible and
placed somewhere the stood out enough
for the audience to know what the
advertisement was for.