CANON EOS 100D
"Surpass Compactness"
Creative Rationale:
Canon EOS 100D, is the world's smallest and lightest DSLR among EOS digital SLR camera. To motivate more photography beginners and enthusiast to bridge into the professional photography world, "Surpass Compactness" campaign was launched to demonstrate the ease and simplicity that photographers can enjoy everyday with the EOS 100D.
To showcase its new key features, Hybrid CMOS AF II, Special Scene Modes like Kids, Food, Candlelight and real-time Creative Filter previews, a unique Eastern Europe city setting in Kiev, Ukraine was chosen to display the many unexpected moments one can experience daily with the EOS 100D. 10 Quick Tips was also edited to enhance the everyday experience.
The regional campaign was launched in Singapore, Malaysia, Indonesia, Thailand & Vietnam in July 2013.
Concept: Patrick Ng, Lionel Tan, Satish Khattar & Anson
Client: Canon Singapore
Agency: Hakuhodo Inc Singapore
Copywriter: Satish Khattar, Tanner Nagib
Art Director: Patrick Ng, Lionel Tan, Anson
Film Director: Melvin Mak, Hot Pictures Production
Photographer: Marcus Lee, Lionel Tan
Post: VHQ Post Singapore
Guide Video 5mins (Complete version)
Guide Video 3mins (Simpfied version)
Commercial 60s (Female POV).
Commercial 30s (Female POV).
Commercial 60s (Male POV).
Commercial 30s (Male POV).
Quick Tips on Background Blur Simulation
Quick Tips on Creative Filters
Quick Tips on Cropping
Quick Tips on Hybrid CMOS AF II
Quick Tips on ISO Low Light
Quick Tips on Miniature Movie Effects
Quick Tips on Movie Servo AF
Quick Tips on Special Scene Mode, Candlelight
Quick Tips on Special Scene Mode, Kids
Quick Tips on Special Scene Mode, Food
Directed by Melvin Mak. Hot Pictures Production. www.melvinmak.com
Photographed by Marcus Lee. marcusleephotography.com
Post-production: VHQ Media Singapore. www.vhqmedia.com
