Launching a product as the world started to emerge from lockdowns dictated by the pandemic, Canon had a powerful and motivational message to share with customers…’Come Back Brighter’.
The technology being introduced brought fluorescent colour to aqueous large format print for the first time, supporting a trend in the marketing sphere of ‘mood-boosting colour’.
Considerate to its audience – print businesses who had undoubtably been through some commercially tough times – Canon was keen to create a product launch video that acknowledged the global crisis, but also demonstrated the innovation that would support print producers as they re-emerged from it.
We developed a narrative-led video using monochrome environments to depict the feeling of the pandemic, and then brought the same imagery to life by flooding it with colour, as if enabled by the new print technology. The tone of the voiceover was key – sensitive to the mood of the moment and optimistic for the future.