To mark the launch of the Canon EOS 450D, the latest model in the EOS range of digital SLR cameras, Canon initiated a cross network digital outdoor campaign. Grand Visual was commissioned to shoot freerunners in action at Canon’s LetsPlay! live event at the Truman Brewery. The event footage was then used to inspire a digital outdoor campaign.
Grand Visual shot HD material on the day and produced a sequence which features a freerunner on his journey through an urban landscape. As part of a series of athletic leaps and vaults the freerunner grabs the EOS 450D and drops in on his colleague - a freestyle footballer and takes a photograph of him performing tricks.
The creative is tailored to the different environments and the distinctions in format, aspect, ration and definition of each network. For Transvision the content is landscape and for the DEPs the execution is portrait and takes place across several panels as the freerunner leaps from screen to screen.