The Studio Tour

Canon Canada

Working alongside our client, a collection of Canon Brand Ambassadors, Product Specialists and a collection of Studio Managers across the country, we conceptualized a new indoor concept for photography enthusiasts.

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SCOPE OF WORK
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Logistics Management
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Venue & Consultant Sourcing
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Invitations & RSVP Platform
Experiential
Creative
Digital
Social & PR
Brand Partnerships

Background

A few years ago, we helped Canon launch a cross-country Road Trip to bring brand enthusiasts together outdoors to experience the EOS R5 and R6 cameras. Created as a summer tour, the format was created to get Canon’s product into the hands of current and future customers in the real-world vs. a showroom. The mobile Canon Creator lab was installed in scenic locations that offered participants a self-automated test-drive experience in a beautiful environment.

Canon camera in camera case.
Photoshoot on an orange and white set with camera crew and equipment in the background.
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Challenge

As the weather turned from warm to cool, Canon wanted to see Creators test drive Canon’s latest gear indoors setting where we could also reimagine the tour environment while keeping the event format consistent.

Challenge

As the weather turned from warm to cool, Canon wanted to see Creators test drive Canon’s latest gear indoors setting where we could also reimagine the tour environment while keeping the event format consistent.

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Solution

Working alongside our client, a collection of Canon Brand Ambassadors, Product Specialists and a collection of Studio Managers across the country, we conceptualized a new indoor concept for enthusiasts.

Curated indoor sets were pre-constructed with lighting, props, backdrops and models to showcase the features of the gear in a unique studio environment. A collection of Canon Brand Ambassadors joined us on tour as a surprise and delight for attendees who were eager to learn new portrait and DIY/creative set ideas, and to collaborate on the technical aspects related to styling and lighting.

The EOS R System Studio Tour stopped in Vancouver, Calgary, Toronto and Montreal to bring the R3, R5, R5 C, R6, R7 and R10 cameras to creators in each market.

Woman holding a Canon camera smiling with production crew and equipment in the background.
Young child holding and looking through the lense on a Canon camera display, with a woman assisting.
Photographer taking a picture of model sitting on a stool in front of a studio backdrop.
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Results

We were able to provide attendees with an introduction to studio photography where they could test drive multiple camera bodies and explore various set options. For many, it was the first time they were exposed to this elevated style of photography.

Our post-event survey provided several positive reviews from attendees who enjoyed the new indoor format and the support provided by the returning Product Specialists, who were onsite at previous editions of the Spring tours.

We also gained valuable insight into our attendee’s purchase intent for all camera models available on tour, with the EOS R5 still being the most sought-after item. Following the conclusion of the fourth edition of the Canon EOS R System Road Trip, nearly 1,500 prospects have expressed their intent to purchase the camera and lens they trialed on-site.

We absolutely love collaborating with Canon, and you might also be interested in what we did to Capture Canada and introduce Canon Canada’s first ever creative incubator for young and emerging creatives, artists and storytellers.

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