5D Mark IV Legendary from Day One
One Show Shortlist (x3)
Problem
Launch the 5D Mark IV camera, whose predecessors were the gold standard for professional photographers, onto the market with a bang.
Solution
Give the new camera to four pro photographers on the day of release and debut the photos they take in the Whitney Museum of Art just 24-hours later.
Case Study
On the Walls of the Whitney
Outdoor Photography by @AlexStrohl
Portrait Photography by @SueBrycePhotographer
Wedding Photography by @Roberto_Photo
Videography by @JendraDP
Beyond the Whitney
To extend the campaign's reach beyond the Whitney, we used the photographs to create and launch 115 pieces of hyper-targeted media within days of the launch.
Using the photography to create social, print, digital video, and banner ads and targeting them by their photography type; outdoor, wedding, portrait, and video.
Personal Notes
After this project, I've brag that my art donned the wall of the Whitney Museum of Art. My “art” being the info cards mounted next to the photographs.
Credit for this campaign’s success goes to Adam Leong (CW) and Jonathan Ong (AD) who did most of the heavy lifting on this campaign while I focused on the “Printers in Concert.”
