Canon Australia unveils latest execution ‘Inner Critic’ in ‘The Lab’ series via Leo Burnett, Sydney

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Screen Shot 2017-06-02 at 7.46.30 am.jpgCanon Australia has launched the latest episode in its ‘The Lab’ series via Leo Burnett, Sydney called ‘Inner Critic’.

Self-doubt is a constant test we all face – whether it’s from pressures we place on ourselves, or from others’ expectations and life’s demands. Am I good enough? Do I have what it takes to do this? What does he/she think of me?

Inner Critic challenged three photographers by putting them face-to-face with their insecurities, fears, and the possibility of failure – giving them only 15 minutes to test the limits of their creativity, all while being second-guessed by a negative voice.

While their subjects – a dancing duo; lithe, athletic, and graceful – are flawless in composing their bodies for a shoot, it’s the photographers’ inner critics that are their only roadblocks to success.

 

Watch what happens when Canon surprised them with the unexpected brief – while one laughed in the face of her perpetrator, one grew exasperated, and another tapped out, unable to take it anymore. 

 

Inner Critic tells us that in order for creativity to shine through, we must silence the doubts and negativity our inner voice might throw at us. This is part of Canon Australia’s The Lab series, which is designed to shift creative thinking behind the lens, and challenge the creative community to think differently.

Canon Australia

Director, Canon Consumer Imaging: Jason McLean

Senior Manager, Consumer and Product Marketing: Kate Guaran

Manager, Consumer Marketing: Roshan Cheng

 

Creative Agency: Leo Burnett Sydney

Executive Creative Directors: Grant McAloon, Vince Lagana

Creative Director: Kieran Ots

Senior Art Director: Dave Varney

Group Business Director: Jonny Bucknall

Senior Account Director: Natalie Tay-Uceda

Producers: Cassie Collin, Francesco Piazzoni

 

Production Company: Infinity Squared

Director: Melvin Montalban

Producer: Morgan Taylor

DOP: Aaron McLisky

 

Post Production: Heckler

Producer: Amy Jarman

Editor: Yavor Dimitrov

Colourist: Greg Constantaras

 

Sound: Song Zu Sydney

Sound Designer: Myles Lowe

Producer: Bec Lambrousis

 

PR: Ogilvy PR Australia

 

Stills Photographer: Zakarij Kaczmarek

 

Photography Mentor: Dick Sweeney