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Digitalmohawk

14 / Canon

The lens that took the shot, printed on the shot

Product microsites for Canon Singapore across three EOS camera bodies. Each one pairs the kit with the photographs it produces, and prints the exposure settings on the photograph, so the site teaches as well as sells.

The brief

Camera marketing usually splits in two. There is the spec sheet, which means nothing to most buyers, and there is the aspirational photograph, which proves nothing because any camera could have taken it. Someone deciding between bodies wants the missing middle: what this kit produces, and what it took to get there. Three launches also had to run through one shell, in a market that reads in more than one language.

What we built

  1. 01

    Every sample photograph captioned with the body, the lens and the adapter that produced it

  2. 02

    Exposure printed on the image itself, ISO, aperture and shutter speed, so the shot is repeatable rather than admirable

  3. 03

    A draggable split on the EOS M site between the kit laid out flat and the photograph it took, so the two are never seen apart

  4. 04

    One shell across all three launches: the EOS Digital bar, the Canon mark, a language switch and a shared footer

  5. 05

    Art direction changed per body inside that shell: light and weightless for the compact 100D, dark and high contrast for the EOS M

  6. 06

    Firmware updates promoted in the navigation, because an owner returning to the site is looking for exactly that

Screens

A panel headed 'Creative fish eye perspective' showing an EOS M body with a mount adapter and an EF8-15mm fisheye lens, beside a photograph of a BMX rider against the sky, with 'ISO 200 f/4 1/1250 sec' printed in the corner.
The lens is named, the adapter is named, and the exposure is on the photograph. This is the difference between showing a result and explaining one.
The EOS M homepage: the full system laid out flat on the left, a lifestyle photograph on the right, and a Click and Drag control on the dividing line.
Ability meets agility, argued by putting the system and the picture in one frame and letting you drag between them.
The EOS 100D microsite: the camera floating on a pale gradient between focus bracket graphics, above the word 'Surpass compactness'.
The 100D sold on size, so its site is white, weightless and almost empty. Same shell, different argument.
A panel from the EOS 70D microsite showing the camera with feature callouts.
The third body in the set, running through the same shell.

Outcomes

  • A buyer can see what a body and lens combination actually produces, with the settings that produced it

  • Three launches share a shell without looking like the same campaign three times

  • Owners and prospects are both served: one comes for firmware, the other for the photographs

Next project

One list, two people shopping from it

Mother Goose

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