Canon: Through The Lens Campaign
Through The Lens is an academic project for the Interactive Advertising course at Santa Monica College. The project is a mock campaign where I chose Canon as a brand that could have a campaign centered around community.
Role
Graphic Designer, Researcher, Marketing & Social Media
Tools
Adobe Photoshop, Figma, Canva
Scope
8 Weeks | 2025
Overview
“Through the Lens of Community” invites users to experience Canon as the camera that connects every moment from vibrant nights out to peaceful stargazing. By encouraging users to document their own transitions, the campaign highlights Canon’s ability to adapt across environments while celebrating the communities and friendships built along the way.
Campaign Goals
Primary Goal
Secondary Goals
The primary goal of the campaign is to increase brand relevance among young creatives by positioning Canon as the camera that supports community-centered storytelling and real-life experiences.
Create a recognizable shareable trend
Visually communicate Canon’s performance
Strengthen emotional brand connection
Encourage user-generated content across social platforms
Connect audiences through in-kind incentives (#canonmoments)
Research
Mood Board
Competitive Analysis, Mood Board
After the competitive analysis , a mood board was created with community and connection in mind.
Considered different companies that are well known for selling cameras, and considered strengths and weaknesses in terms of centering around community.
Competitive Analysis
The goal from these insights was to find a way to position Canon in a way that gives a strong emotional pull and community feel.
Deliverables
Website Landing Page
Features the campaign as the first point of contact, then incorporates community into the product showcase
Feed transitioning into the Through the Lens campaign, showcasing static and non static posts from the community. Main focus is showcasing group activities, and images and reels featuring 2 people or more.
Instagram Campaign
Incorporate community stories, gather meaningful quotes, promote the community with IG handle tagging & encourages people to feature their own stories, as well as promoting through giveaway.
Email Campaign
Features the campaign as the first point of contact, then incorporates community into the product showcase
Billboards
Bus Shelter Advertisements
Promotional Calendar
Consists of trends, incorporating UGC content, community building, giveaways & educational content for capturing moments.
Overall this project helped push past some limits in being able to refine a campaign, as well as explore multiple avenues of exposure. I received positive feedback from others, and so this project is one of those that can be truthfully treasured. For future steps, possibly tracking metrics for a campaign would be the most important step.