Canon EMEA has unveiled its latest integrated campaign, Created Different, developed in partnership with global agency VCCP and brought to life by its content studio Girl&Bear. With this ambitious rollout, Canon positions itself as the go-to brand for a new generation of hybrid creators—those who blur the lines between photography, video, and digital storytelling.
At the heart of the campaign is a vibrant hero film that follows three standout talents: extreme pogoist Henry Cabelus, former Olympic swimmer turned TikTok dancer Kristina Makushenko, and makeup illusionist Mimi Choi, known for her surreal visuals and over 2 million followers. Their creative journeys are captured through sharp editing, TikTok-style transitions, and behind-the-scenes clips that highlight the dramatic before-and-after enabled by Canon’s gear.
Directed by Ed Rosie from Girl&Bear, the campaign includes over 100 bespoke assets—from 6-second bumper ads to full-scale photography shoots—tailored for platforms like YouTube, TikTok, Meta, and Google Ads. Every element was produced in-house, uniting the talents of Girl&Bear, its post-production team, and Design & Artlab.
The campaign is live across the UK, France, and Germany for six weeks, reinforcing Canon’s commitment to modern content creators and demonstrating how the brand’s tools can elevate both stills and video to a professional standard.
“This campaign puts Canon right where it belongs—at the heart of creator culture,” said Ingrid Masachs, EMEA Marketing Director at Canon. “We’re showing that Canon isn’t just keeping up, it’s setting the pace.”
Jim Capp, Creative Director at VCCP, echoed this sentiment: “The creators who stand out are those who push boundaries in both concept and execution. As their audience grows, so do their creative expectations. Created Different showcases what’s possible when bold ideas meet powerful tools.”
By highlighting the unique vision and craft of next-gen creators, Canon is more than marketing products—it’s embracing a movement. With Created Different, the brand celebrates bold expression, reaffirms its legacy of innovation, and signals its future as a creative ally for those who dare to stand out.
