"I love working with Jim because he always thinks ahead about how to best utilize what he is producing for us and has suggestions about how we can add video and GIFs at certain points during the shoot. He was right, and they came out great! Working with a great photographer always makes projects better, but working with one that understands marketing too really makes it worthwhile." -Max Magee, Marketing Advisor - Canon USA, Inc.
Photographer /director Jim Purdum is a problem solver. Clients, as Canon USA, keep coming back to Jim for his technical expertise and creative content that works across all media platforms. “It’s rarely about getting that one great shot these days,” says Jim. Clients need a narrative with several hero shots they can feature for POS and advertising. To showcase the novelty and features of the Canon Ivy CLIQ Mini handheld printer/camera to a target audience of older teens, Jim found ways to blend video/motion scenes with GIF components for a fully integrated and fun experience.
“We spent a lot of time location scouting to find just the right balance of colorful cheeky environment that would be very iconic and believable for our older teen demographic to be hanging out and taking lots of pictures,” Jim adds. He even found a charming, “photo worthy” outdoor miniature golf place in the Los Angeles area that had been a big location years ago in the original Karate Kid movie, so lots of character for sure!.
The whole shoot had to be shown over the arc of one day. Jim planned shots carefully to follow the path of the sun to get good angles for 14 shots and scenarios. “We needed to be super quick and nimble for the changing daylight and our aggressive shot list. So we stuck to mostly natural light supplemented with hand held reflector panels and diffusion umbrellas on boom poles. “
Everything from close product shots to looser candids of teens goofing around the course got covered. This is a fairly new technology, so in-use shots of the product had to show that this little camera is also a mini printer. Since the back of the prints are peel and stick, Jim had to think about how to show all of that in an easy-to-read way while letting the talent stay loose and real. The teens ended up putting the prints/stickers on school notebooks, water bottles, journals—all kinds of places just to keep everything loose and fun!
The campaign is heavily featured with large POS displays in stores such as Best Buy and Amazon, as well as being currently used on the web and social media. The live-motion content was also incorporated into spots that ran on POS on large monitors throughout the stores.