To showcase the capabilities of Canon’s new HD-DSLR cameras, Canon and Vimeo hosted the largest collaborative user generated film effort in history. Part contest, part social experiment, aspiring filmmakers were invited to pick up where the previous winning short film had ended—on an evocative photograph. Contestants then creatively reinterpreted that still photograph, telling the story that lied beyond it, in a short film of their own. Month after month, finalists were narrowed down by a star-studded jury, and the winning chapter was chosen by the world. A world that quickly took notice of this unique contest through online media banners, viral seeding, movie posters, features on websites like Ad Critic, and chatter all across the blogosphere. Film schools even joined in, using the contest as part of their curriculum. By only the second month, participation had grown into the millions.

The first month alone spawned a tidal wave of entries, and Canon EOS 7D weekly sales exploded, increasing by 88% since the contest launched, making it the #1 selling DSLR in the world. Huge spikes in sales also spilled over to the Rebel T2i and 5D Mark II. In the wake of the contest, Canon DSLRs began to revolutionise the industry. Touted in Boards Magazine as a growing choice among commercial directors; used to film episodes of Emmy-winning FOX shows, '24' and 'House'; and are now even taking the place of full length feature cameras for Indie and Hollywood films.