The Gig App

Competing with the ubiquity of smartphones seems futile for SLR cameras these days. However Canon decided to grab the bull by the horns and demonstrate the quality edge in extreme conditions like a concert. The app allowed easy social media sharing, but instead of fuzzy smartphone photos, fans could post hi-res pics of the gig, courtesy of Canon high-end cameras that fed the app in real time.

Regional Executive Creative Director, Geometry Global Asia Pacific