The brief

Canon were launching their flagship mirrorless camera - the R3 - and they needed a campaign that showcased its incredible speed and auto-focus capabilities. Canon also wanted to reach a broader EMEA market and so wanted a campaign that was shot in Europe with European talent.  

There was one problem: we were in the middle of a pandemic! 

Flights were being cancelled. Quarantine was mandatory in many European countries. And organising a shoot was, to say the least, problematic! 

Our approach

We needed speed. So what did we do? We found the fastest electric rally car in the world - built by Austrian team STARD. This car is insanely fast! 

So - we had the car. But we need a place to race it. 

We found the perfect place in Austria - the Erzberg iron ore mine. This incredible location was something out of Game of Thrones. Then we got Christine GZ, an amazing rally car driver on-board. And the final piece of the puzzle: Canon Ambassador and F1 photographer Vladimir Rys. 

The results - lots of epic content that showcased the new R3 in an amazing location with fantastic talent.

‘Despite the many challenges that come with planning and executing international shoots, the guys at ITCH pulled off a fantastic campaign for the R3. 

They delivered on the brief - finding great talent and a stunning location - giving us a series of high-quality film and photography assets for use on all Canon owned channels across EMEA. And best of all, we had fun doing it.’

Ben Morse, Content Production Manager - Canon

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