2025 FINALIST THE ONE SHOW / CLIO AWARDS / ADC AWARDS
In a world where AI now produces stunningly perfect images, how could we emphasise the value of Canon cameras? As AI users, we knew the answer was in the prompts themselves: prompts rooted in real references produce more powerful, authentic images. In other words, a photographer's eye is what transforms AI platforms into powerful image creators. So we selected three of the most important photographers in history to prove this point. Aiming to generate images that could emulate the exact visual language of them, we created prompts that detailed their styles and then input them into AI platforms. The system only produced perfect images when we referenced the human inspiration. Then, we created films, posters and lots of content to reveal this outcome.


 

As the official Roland Garros sponsor, Renault needed to spread tennis and make the sport bigger around the globe. But in Brazil, tennis is only for few: it’s too expensive and we don’t hear much about it - after all, we’re the land of soccer. To change things, we needed to reach the future Brazilian generation of athletes. And that’s just what we did: many stars of our football started playing at “terrões”. Clay and “terrão” look alike. Same color, same texture. With the help of Fernando Meligeni, a Brazilian Roland Garros semifinalist, we transformed dirt football fields in tennis courts - so that one day, Brazil might also be the land of tennis.