Product Campaign
CANON USA • Internship
Tools ~ Canva, Adobe Photoshop
Translating challenges, features, and results in a product photoshoot for campaigns and marketing/sales collateral
Project Overview
During my summer internship at Canon, I led a product-focused photoshoot to highlight how our solution, AMLOS, can improve productivity and reduce frustration in creative office environments. I directed the photoshoot, creating storyboards, shot lists, and set materials, with the goal of incorporating the images into future campaigns and sales pitches. I worked closely with the public relations and the product marketing team to showcase the challenges of hybrid work and how AMLOS addresses them.

The Problem

The majority of the workforce dislikes hybrid work models due to reduced productivity, yet the shift to digital and hybrid offices is inevitable. While AI and automation are reducing jobs in some sectors, creative roles remain irreplaceable, and our role as Product Marketers was to showcase how AMLOS facilitates this in the hybrid space.
Process
Research
Creating a Marketing Pitch
In order to create a focused and strategic photoshoot that aligned closely with Canon's brand and message, I created a sales and marketing pitch. This allowed me to dig deeper into AMLOS' current pain points and further understand its unique value propositions. Furthermore, I was able to create a story in the pitch and ultimately translate the ideas to the final storyboard and photoshoot.
The Pitch
It takes one person to have an exceptional idea.
And the most creative ideas can be inspired from the most trivial interactions or details
Sketch of Camera
When we look at Instagram's history...
In 2010, it started out as Burbn: a location-based social networking app, where users could check in, make plans, and share pictures with friends. It was created by Kevin Systrom and Mike Krieger and inpspired by their love for Kentucky whiskey.

But with this concept, nothing quite made it revolutionary.

So...
How did Kevin Systrom transform Burbn into the Instagram we know today?
  • Systrom, Instagram's founder, garnered inspiration in Italy when his professor gave him a Holga, a plastic camera

  • He began to see the beauty in filtering photos through developing film

  • Instagram's uniqueness roots from its filter aesthetics
However, he didn't realize to add in and focus on this one aspect that revolutionized Instagram until one conversation with his wife.

Everyone has their own trivial experiences that contribute towards their creative process...

However, collaboration triggers these creative inspirations.

But what happens when we can't notice or communicate these small details in our creative brainstorming sessions anymore?

Well, this is exactly what's happening in our modern hybrid workplaces.
Market Research Behind the Story
96%
65%
of HR leaders have adopted or plan to adopt a hybrid working model
of workers avoid hybrid meetings because of unproductiveness
Hybrid work is inevitable but widely unfavored.
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For the Physical Worker in a Hybrid Workspace...
Concepts are easily shared,

Physical prototypes are passed around,

Sketches are drawn,

but remote users are forgotten.
Check out more of the market research I did in IMCCA's article I assisted on here!
User Story
Worker
Bethany, your creative director, is working from home today while your team is brainstorming an innovative idea for a brand-new movie project.
Worker
The whole team is in the office having an ideation meeting on whiteboards, but she can't see the sketches.

She creates amazing storyboards but doesn't understand the concepts, being miles away from the office.
Worker
Your entire team is not reaching the full potential of their ideas, impacting your creativity, innovation, and success
AMLOS Brings the Office to You.
Merge the physical and virtual worlds

View the Full Marketing Pitch Here

Marketing Pitch Preview View
Research
Developing a Shot List
After creating the marketing pitch, I knew what direction to take with the photoshoot. I wanted to showcase the user story and direct the storyboard with three main points:

Hybrid Work Enviroment and Challenges Before AMLOS

Main Features of AMLOS

Hybrid Work Environment and Successes After AMLOS
But first, in order to create the photoshoot, we needed a story.
Photoshoot Concept
My team and I created an idea that the basis of our photoshoot would be a camera company creating packaging ideas through a hybrid meeting to creatively collaborate.
Therefore, with this foundation, I created sketches in the perspective of package designers that we could implement in the staging background of the photoshoot, attending to every detail.
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What we wanted to capture:
  1. How remote users felt excluded and unheard in team meetings
    • Users cannot see all the details needed in creative collaboration such as real-time sketches
    • These contribute to an overall decrease in productivity

  2. AMLOS' Main Features
    • Hand gesture spotlight technology
    • Multiple, real-time whiteboard zoom-ins
    • Presenter views

  3. The result of AMLOS for creative offices
    • Increased creative collaboration
    • Productive hybrid office work
Shotlist Sketches (a few examples):
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Research
Staging the Shoot
Especially in a space of creative collaboration, the details are what really matter. Using the packaging sketches and office props, my team and I intricately worked to set the stage.
We wanted to portray a real-life situation to potential users to emphasize how AMLOS' features could bridge the gap between physical and remote office employees.
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Research
Reflection
Throughout this internship, I was truly able to understand the importance of collaboration and creative execution. From the start, I was very inspired by this project as I was able to gain a deeper understanding of market research, competitive analysis, storyboarding, staging, and product marketing for a technological product.
Learning more about the behind the scenes of product development and how AMLOS was marketed towards a specific audience helped me grasp how a new product was launched and how to effectively address day-to-day challenges through a product.
With a creative mindset and a phenomenal team, we were able to successfully incorporate these pictures in a sales pitch targeted towards Dealers that would distribute the product. The creative process was both enlightening and very inspiring to me as I got to develop a vision into a reality!