Canon – anti ‘Ai’ Professional Lens Campaign
In a world where so much is now Ai generated, in-camera images command attention and respect. The RF L Series of professional lenses deliver unrivalled optical performance in even the most challenging conditions. Ultra-precision lenses designed to capture authentic images that defy belief.
Our challenge was to create not only a series of images that would demand attention but also appear to be hyper-real, calling into question whether such an image could be achieved without compositing and retouching and an overt call-to-arms to real image makers.
Our ideas soon lept from the sketchbook to reality as we designed and built an oversized circular mirror and erected it at dawn on the Atlantis Dunes, west of Cape Town. The unit had a perfectly colour-matched red frame (representing the red line that features on the professional lens range) and a rig that allowed its angle to be adjusted in order to provide an aesthetically pleasing reflection. Our model was prepared at our basecamp and carefully placed in position while we took great efforts to brush away any traces of footprints. Within an hour we had our shots, in-camera with no compositing or heavy retouching required.
The campaign was rolled out across EMEA in the Summer of 2025 and extremely well received. We continue to create campaigns for Canon across Lenses, Cameras and Printers.
“We are all acutely aware of the advent of artificial intelligence and the influence it has over image-making. Canon need to stand firmly with the authentic creators that use imagination, skill and talent rather than relying on 100% computer generated imagery through a series of prompts.”
