Canon Powershot v1
The Project
We teamed up with Canon to make a launch film for the new PowerShot V1, and right away there was a clear feeling about what this shouldn’t be. No glossy, untouchable influencer energy. Canon wanted something that actually felt like it came from the creator world, made by people who film themselves day in, day out. The aim was to show how flexible and easy the camera is when it’s being used in real life, not just in a studio with perfect lighting. So instead of big-name creators, we focused on micro-influencers with proper niches, each using the camera in their own way.
The Challenge
Casting and creative were completely tangled together on this one, which made it exciting and slightly terrifying. We needed creators who genuinely reflected Canon’s European audience, people who self-shoot, edit their own stuff, and actually care about their kit. That meant a lot of scrolling. Like, way too much scrolling. After a few late-night TikTok deep dives, we landed on a brilliant and slightly unexpected trio: a cyclist, a crochet creator, and a comedian whose thing is very specific German humour. They were Scottish, Latvian and German, and couldn’t have been more different from each other if we’d tried.
Once we had the cast, the next challenge was the creative. Canon had nine key features they needed to show in the film, and the last thing anyone wanted was for it to feel like a feature list with people awkwardly holding a camera. Each idea had to feel natural to the creator’s world, while still clearly showing what the PowerShot V1 could do. Easier said than done.
Insight + Strategy
The breakthrough came when we stopped trying to make one idea work for everyone. Instead, we built the film around the creators themselves. We leaned into what they already do best and shaped moments around that. The cyclist naturally showed off stabilisation and how easy the camera is to carry around. The crochet creator highlighted detail, focus and how quick it is to set up and start filming. The comedian brought pace, personality and a bit of chaos, which actually worked perfectly for showing how intuitive the camera is. Letting them self-shoot and interact with the PowerShot V1 in their own way kept everything feeling honest, while still hitting every technical point Canon needed.
The Result
The final film feels slick but not overcooked, playful without trying too hard. It shows the PowerShot V1 as a genuinely easy, flexible tool for creators, no matter what their niche is. Most importantly, it feels true to the people on screen. A piece of work that speaks directly to the creator community and proves the camera earns its place in their kit, rather than just looking good in an ad.
