This Canon Advert has Nothing to do with Creativity

Canon have released another promotional film aimed at inspiring photographers to unleash their inner creativity. However the well intentioned advert shows us anything but. Instead of creativity we get to witness adults acting like children who still like to break everything they touch.

Creativity or Destructivity?

During the episode a group of 6 photographers take turns in manipulating an object and taking a single image unlike any of the previous. The premise is quite neat, kind of like their last surreal film that involved lying to photographers to garner different responses through a portrait session (also complete BS.)

The play session we are privy to is nothing short of embarrassing. Instead of an artistic lesson we are treated to a typical Monday morning toddler rabble quickly taking an object and destroying it beyond recognition.

Screen Shot 2015-11-25 at 14.46.58
One photographer decides creativity means killing a plant

A banana is turned into mush, a plant is destroyed along with the pot it’s in and an egg is cracked (not even on purpose) and smeared all over the floor. It’s not clever, it’s not artistic and it’s pathetic.

Being a group of six photographers connected in the stunt its possible to surmise that just one destructive person could lead the rest down the ugly path each object takes. The video shows that at least three of the members took turns in unashamed destruction even at times to the cringing of others. Perhaps its just another instance of society deeming everything it touches as something replaceable.

Canon released the before and after (first and last) shots of each object with the film. Take a look.

The Banana:

Screen Shot 2015-11-25 at 14.45.09

The Flower:Screen Shot 2015-11-25 at 14.45.30

The Egg:Screen Shot 2015-11-25 at 14.45.49

We don’t know exactly where Canon are finding these ‘creative geniuses’ that take part in their promo videos but to be honest they may fare better looking elsewhere, perhaps a different industry all together. A group of artists or designers may have had a little more respect with their objects and delighted us with unusual, unobvious compositions and consequences.

We’d like to see this again done with a more grown up group of adults.


Previously on Phogotraphy we have recommended the Photographer’s Playbook which may have inspired the Canon bods as far as photographic project ideas. Take a look!


via PetaPixel

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One thought on “This Canon Advert has Nothing to do with Creativity

  1. shawkparson November 25, 2015 / 7:41 pm

    such a mess indeed!
    (just like the latest 50MP FF sensor by Canon!) 😉

    Like

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