Canon Launches New Camera with 48 Hour Shooting Challenge

As part of its launch for the EOS R5 Mark II, Canon Europe together with Formidable devised a digital campaign highlighting the superb performance of the new camera. 

The multi-platform social campaign for the brand’s YouTube, TikTok, Instagram and website challenged Director and hybrid creator Anthony Rubinstein to shoot and edit a full music video and stills in under 48 hours using the Canon EOS R5 Mark II. 

The concept was developed to demonstrate unparalleled high performance enabling hybrid professionals to tackle any creative project.

With the countdown on, Rubinstein and the Formidable team got to work putting the camera through its paces with singer/songwriter Hana Lili. The final two min 26sec music video and accompanying stills for Lili’s new track 'Iconic' showcase the camera’s streamlined workflow processes and intuitive user experience, with built-in assistive technologies powered by a new Accelerated Capture imaging platform and Deep Learning.

Among the hero content pieces for the campaign is an eight-minute behind-the-scenes video that documents the process in detail, capturing Rubenstein’s experience shooting with Canon EOS R5 Mark II and using its range of hybrid features for moving image and stills which include: Dual Pixel Intelligent AF, an advanced 45 megapixel stacked image sensor, 8K 60p RAW video, eye-control AF, high ISO sensitivity, and customisable continuous shooting up to 30fps.