Canon EMEA wanted a social-first campaign to launch the new Canon EOS R5 Mark II. The target: Hybrid Creators on TikTok, YouTube and Instagram.

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We came up with 'Shoot the Beat'. The idea challenged Director and Hybrid Creator Anthony Rubinstein to shoot and edit a music promo for Hana Lili, plus photography, all in under 48 hours.

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One story. Multiple high-performance features put to the test. Then we took it to audiences via paid, organic and creator channels.