DENTSU LATIN AMERICA PROPAGANDA, Sao Paulo / CANON / 2016
There’s nothing better than using photos when working on a campaign about photography, right?
Moreover, if these photographs are famous worldwide, that’s even better. This is why we went after some of the most emblematic photographs of our history.
Photographs that marked an era, which symbolized change.
And we used these photos in a different manner: we changed the focus, the element that turns them into marks of photojournalism. By doing this, we showed that those that don’t use Canon, with auto focus, lose their chance of developing historical work.
Worse yet: they may not have the career they’ve always wished.
We transformed a photo that was completely in focus, into a photo with just one foreground being focused. By changing the focus, we changed the whole meaning of the photograph. And this focus chosen by us is not the main one, it is not the one that turns this photo into something so important. Thus the photograph is no longer a famous one; it becomes an ordinary photo.
The “autofocus” mechanism in Canon cameras has once more become relevant and talked about in the photography community of the Brazilian market.
TBWA\MEDIA ARTS LAB, Los angeles
THE JOHNSON GROUP, Chattanooga
2003, CRICKET COMMUNICATIONS