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Canon shows the ‘Masterpiece Camera’ behind all smartphone ads

Today, a good camera has become one of the main selling points of a smartphone. But even with huge advancements in mobile phone technology, when it comes to high-quality photo shoots of the phones themselves, most campaigns will still use a pro camera to capture the best shots. It’s an insight which the team from Wunderman Thompson Dubai have used to create a cheeky campaign for Canon – called ‘A Masterpiece Camera’ – showing the smartphone captured in a professional photoshoot using a pro Canon camera.

Pablo ‘Daf’ Dachefsky, ECD for Wunderman Thompson Dubai, said: “We wanted to make people think of Canon every time they see a beautifully shot smartphone ad. So, we developed this series of ads which show the behind-the-scenes look at the moment a Canon is set up to take the perfect shot of a smartphone. It’s a simple way to make people remember the craft and the joy of working with a pro camera.”

The campaign also celebrates the talent, attention to detail and mastery that goes into professional photography. After all, although the advent of phone cameras means that photography is in everyone’s hands, capturing a truly great picture can be more difficult than many think.

The campaign has been created by Wunderman Thompson Dubai for Canon and Kinafoto, the ultimate destination for professional photographers. It will be launched across social media, print and ads in outdoor locations.


Client: Canon/Kinafoto
Brand: Canon
Co-Founder & CEO: Alfonso Cuadrado
Photography Consultant: Emanuel Burset

Agency: Wunderman Thompson Duba
Chief Creative Officer, MENA: Chafic Haddad
Executive Creative Director: Pablo ‘Daf’ Dachefsky
Creative Director: Hassan Bilgrami|
Senior Art Director: Jericho Dizon
Motion Graphic Designer: Aashim Kadayikkal

Photographer: Ale Burset
Post: Diego Speroni
Production House: El Nene Del Globo Rojo