Canon: The VII Gallery →
Canon wanted to inspire advanced amateur photographers to progress towards more serious photography with versatile cameras that fall between amateur point-and-shoots and more advanced SLRs.
So we partnered with VII Gallery, a collective of world-renowned photojournalists, handed them our cameras and sent them out on a very different assignment:
“Show us how you see a single abstract word through your lens.”
Chance. Nourish. Speechless... There was a new word every month. What we got back were stunning photos, HD video and insightful, hand-written notes from around the world - all of which we used to create mini-documentaries and monthly feature videos to share the creative process. And with that inspiration, we invited our advanced amateur community to try its hand at the project.
Case Study
The Site
All photos and videos lived on the site. Users could explore the project gallery by concept word, camera or photojournalist. Social media links enabled them to connect with and follow their favorites. They could then submit their own work for consideration to be displayed alongside the pros.
Click the images to expand.
Featured Documentaries
Every month, we featured an in-depth interview with one of our VII Gallery photojournalists to dive into their creative process on the assignment.
Mini-Documentaries
Along with featured documentaries for the Canon VII Gallery, we also shared shorter, less formal and fun mini-documentaries that gave us an interesting peek into the lives and thinking of our photojournalists. We created these videos using the photos, video clips and scribbled notes they sent us.