Canon
Skijoring

Following in the footsteps of Jonathan Glazer and Barry Akroyd for their incredible work on Canon, the immensely talented Marcus Söderlund at Academy Films joined us to direct this award-winning spot.

By harnessing the brutality of winter, and placing nature's elements front and foremost, we created a 90” spot for cinema and online, with shorter edits airing across Europe in time for Christmas camera wish lists. Starting as an Instagram brief, these films – an informative BTS, two photoshoots and a series of ‘how-to’ films to inspire people with the principles of winter photography – kept the conversation buzzing from November to February.

Patagonian Snow

Canon Ambassador photo-shoot

Across digital and print by we brought Franco Moro’s adventure to life in a series of still photographs. Working with Richard Walch, one of Canon’s most celebrated ambassadorial sports photographers, we ensured that the powerful Canon equipment was demonstrated to the very limits of it’s capabilities by capturing the crisp, brutal nature of Winter.

Helicopter equipped

Canon Professional

As we were shooting in such a unique environment – Ushuaia in Patagonia – which the locals describe as the end of the Earth, we took time to focus on how the Pro range of equipment performs in extreme conditions. Our behind the scenes film showcases Marcus and Daniel's techniques to inspire amateurs and existing film-makers alike.

Skijoring in the press

Team

Agency – JWT
Executive Creative Director — Russell Ramsey
Art Director — Murray Allan
Copywriter — Charlie Gee
Director – Marcus Soderlund
Sound – Sam Ashwell @ 750mph
Edit – Thomas Grove Carter @ Trim
Music – Tom Player

Awards

Gold – Film craft (Sound Design) Cristal Festival,  December 2016
Silver – International Film Craft (Sound Design) Kinsale Sharks, September 2016
Silver - Film craft (Sound Design) Creative Circle, May 2017
Bronze – Film Craft (Sound Design) CICLOPE Festival, November 2016