EOS C400 cinema camera
The Project
Sunday Treat produced all EMEA launch content for the Canon C400, scouting DP Sarah Thomas-Moffat and producing three creative shoots for her to push the camera to it’s technical limits. The shoots consisted of a virtual production sci fi shoot, a documentary shoot and a stage play multicam shoot.
Challenge
Following a successful US launch, Canon was preparing to introduce the Canon C400 to the EMEA market and needed a compelling suite of content that would speak directly to professional filmmakers and DOPs. The camera was generating buzz thanks to standout features like its world-first triple base ISO, RF mount with advanced autofocus, and deep integration with virtual production environments but Canon needed more than just specs to win over the European market. They needed to demonstrate the camera’s real-world versatility, its ability to adapt to different shooting scenarios, and how it could slot seamlessly into existing professional workflows.
The challenge was to craft a creative campaign that didn’t just show the camera, but truly proved its power all while balancing technical credibility, emotional storytelling, and a high-end cinematic aesthetic across multiple formats and platforms.
The Solution (Including Insight & Strategy)
To showcase the C400 in a way that felt authentic, aspirational and technically impressive, we built the campaign around a week in the life of acclaimed DOP Sarah Thomas-Moffat. Our insight was simple: let real professionals push the camera to its limits, and let the camera speak for itself through their work.
We crafted a three-part creative doc that followed Sarah through three very different real-world shoots, each designed to highlight a key set of features:
- Virtual Production Sci-Fi Shoot – We opened with a cinematic VP sequence on a sci-fi set, designed to showcase the C400’s ability to integrate seamlessly with Unreal Engine metadata and scale up to a full-size professional crew setup. This scenario showed the camera’s power in high-end commercial or narrative environments.
- Documentary Interview Setup – Next, we stripped it back. A heartfelt, two-camera interview with Beverley De Gale from ACLT highlighted the C400’s remote operation, easy audio sync, and its compatibility with the Canon C70 - proving its flexibility on leaner, more intimate shoots.
- Stage Play Multicam Capture – Finally, we demonstrated the C400’s strengths in live performance settings, using a multicam rig with multiple C400s and C70s, all controlled via Canon’s own multicam switcher. This scenario highlighted seamless integration in a fast-paced, multi-angle environment.
Throughout, we used clever transitions and match cuts to weave the three worlds together, and a longform interview with Sarah grounded the story in the reality of her experience showing how the C400 enabled her to stay focused on creativity, not gear.
Distribution Channels
- YouTube
