Canon wanted to use creativity in photography as a key selling point for the new 60D. One of the primary features was the vari-angle screen which enables both photographic and moving images to be framed in an infinite amount of ways.
This campaign extrapolated on that attribute to demonstrate how the technology could provide new ways of looking at the world and in turn, facilitate more creative image making. TV, print and out of home components of this 360 campaign featured arresting visual compositions inspired by the technology. Meanwhile, the interactive component consisted of a user-generated project produced in conjunction with VICE where image makers were invited to find their own angle and upload the results to a 60D interactive gallery.