Canon | Screenshooters_

Canon shot their new campaign in-game.

Background
Screenshotters are photographers who shoot imagery from inside gaming worlds. But they don’t feel recognised by the photographic community, even though their work can be just as beautiful, tough to capture, and as breathtaking as photography from the physical world. Screenshotters have to overcome a myriad of obstacles. Imagine being photobombed by a dragon, getting your picture ruined by the glare of a knight’s armour, or having your perfect framing ruined by a headshot. Canon has always payed tribute to great photography. Now, they will continue to do that – a little differently. 

Idea
Find the next great Canon photographer – in a different world.
To pay tribute to the screenshottters, Canon will only use imagery shot by screenshotters in their campaign. Through a series of in-game activities
sharing in-game viewpoints (where you won’t get shot), they show how these images are created, help budding screenshotters create images for themselves, and find the next great Canon photographer.

Execution
In collaboration with ActivisionBlizzard, a professional screenshotter, a Canon ambassador, and a gamer, Canon set out to find new talent. Pictures were judged in the quest to find the next great Canon photographer. Images from the games were used for campaign billboards and posters, viewpoints from Diablo, World of Warcraft and Call of Duty guided photographers to locations where they wouldn’t get shot, and we even invited people to join a series of in-game photowalks – hosted by a professional screenshotter, a gamer and a Canon photographer.