The Drum Awards for Marketing APAC

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By Amy Houston | Senior Reporter

May 9, 2022 | 3 min read

To celebrate its new wave of camera technology, Canon has released ‘Never Break Your Flow,’ which has been inspired by the rapidly-growing content creator community.

Working alongside VCCP London and content studio Girl&Bear, the brand has released a short film set during a high-energy streetball game. The new camera equipment is brought to life through the fast-paced moves filmed by a creator who never breaks her flow as she pursues the perfect shot, commencing with a close-up snap of a powerful slam dunk.

“As the leading imaging brand in Europe, we take pride in playing an instrumental role in enabling our customers to create content that feels like an extension of themselves,” said Susie Donaldson, European marketing director at Canon.

“Canon’s groundbreaking range of R System mirrorless cameras will enable content creators to continue creating incredible work, without any limitations. ‘Never Break Your Flow’ is a true embodiment of our human-centered design philosophy, and we can’t wait to see what stories, moments and memories will now be possible to capture with Canon.”

Alongside the new video, Canon ambassadors will produce a series of articles and longer-form content sharing their flow process with helpful tips and advice. This content will live on Canon’s owned channels, key retailer sites and industry publications.

“Canon’s advanced ‘R System’ technology allows modern content creators to enter their flow state. That instinctive state of action where things move seamlessly, creator and camera shooting as one,” added Monty Verdi, executive creative director at VCCP London.

“In a bold move for the brand we’ve brought the iconic Canon red line to life for the first time ever to dramatize this flow state, and the connection between a creator and their subject.”

The brand will also be hosting a competition in collaboration with photography enthusiast Kai Wong called ‘The Redline Challenge,’ which asks the Canon community to never break their flow and capture remarkable content.

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