Projects

CANON AUSTRALIA

As an ongoing content creator partner with Canon Australia, this collaboration spans a range of photo, video, and educational content produced for both social and digital platforms.Work has included campaign imagery, promotional content for initiatives like the Canon Recycle Program, and a creative partnership with Adobe which resulted in a two-part YouTube series exploring Lightroom editing workflows and colour grading workflows in Premiere Pro.

Category
Brand Partnership
Services
Photography & Cinematography
Director
Mitch Adoh
Release Date
2025
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The Challenge

As Canon Australia's reach expanded across education, sustainability, and creative software partnerships, they needed genuine value-driven content that could speak authentically to a creative audience and positioned Canon as a brand invested in the creative community.

The challenge was building content that served Canon's marketing goals while still feeling native to the platforms and audiences it was designed for.

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The Creative Process

The partnership has been built around authentic storytelling rather than traditional advertising. For the Canon and Adobe collaboration, the approach leaned into Mitch’s actual workflow and two YouTube videos were created that walked through his photo editing and colour grading processes, giving viewers something they could actually learn from while naturally showcasing the tools at the centre of the story. The same philosophy applied to campaign work for the Canon Recycle Initiative, leading with purpose over product.

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The Production

Final campaign deliverables:

  • 2x Youtube Videos (5-10mins)

  • 2x Social Media cuts (15s) optimised for each platform

  • 1x Instagram Carousel (7 slides)

  • 1x Short-form video - Recycle Initiative Project (30s)

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Impact

The ongoing partnership with Canon Australia has produced content that reaches and resonates with a highly engaged creative audience of photographers, videographers, and content creators who trust authentic voices over traditional advertising.

The YouTube collaborations with Adobe in particular delivered educational value alongside brand exposure, building long-term credibility for Canon within the creative community while generating content with lasting discoverability on one of the world's largest platforms.