Born to Rule

A crucial product launch in the most unprecedented times, the latest EOS R5 & R6, are arguably Canon's most exciting mirrorless full-frame cameras with features that will rewrite the benchmark of mirrorless photography. The EOS R5's 8K video recording capability is the jewel in the crown amongst other key USPs such as 20 frames per second, 8-Stop In-Body Image Stabilizer, and native ISO102,400. Conceptually, we want to explore the idea of an unstoppable wave the two cameras are about to unleash. The idea was to communicate the products taking everyone by storm and create a larger-than-life visual experience to illustrate the cameras’ powerful attributes. Using the storm as the key metaphor, we engaged various interpretations of the storm to highlight the features - a spinning zoetrope for 20fps, the eye of the storm for image stabilization, an explosion of butterflies for 8K video quality.