Where fans become creators
Canon Canada and 7 Communications partnered to create a creator-focused journey that met audiences where their passion already lives. From a large-scale activation at one of North America’s biggest fan conventions, a celebration of comics, sci-fi, gaming and cosplay, to an intimate, invitation-only PowerShot V1 reveal at an NBA game, Canon delivered experiences that empowered smartphone creators, emerging storytellers and influential voices to explore what is possible through hands-on discovery. Across both programs, creators captured clearer, sharper and more personal expressions of their weekend, their stories and their style, building momentum rooted in authenticity, community and real-world creativity.
Background
Canon has always championed creativity in all its forms, supporting people who love to capture and share what inspires them. As the brand expanded its focus on the creator community, it sought to reach both early-stage storytellers and established influencers in ways that honoured how they naturally experiment, learn and connect.
The opportunity was clear. Smartphone first creators are seeking accessible ways to elevate their storytelling. Influencers and digital storytellers are inspired by tools that feel intuitive, adaptable and aligned to their creative freedom. Canon needed to show up authentically in both worlds with experiences that sparked curiosity, encouraged exploration and demonstrated the emotional power of print.
With this in mind, Canon partnered with 7 Communications to create two complementary experiences: a large-scale Canon Creator Lab footprint at Fan Expo Toronto and a private, creator only reveal of the PowerShot V1.
Challenge
Canon needed an approach that would build meaningful momentum across two very different creator segments while staying true to the same core belief: creativity grows through access, inspiration and real-world exploration.
The challenges were clear. At Fan Expo, Canon needed to engage thousands of fans who love documenting what they see but have never held a professional camera. The experience had to feel native to the energy of the convention yet elevated in a way that reflected Canon’s creative leadership. For the PowerShot V1, Canon needed a completely different format. It had to inspire influential creators to share honest, unfiltered first impressions while testing the V1 in dynamic, low light, fast moving conditions. The goal was simple but ambitious: let the creators themselves set the tone for the launch.
Challenge
Canon needed an approach that would build meaningful momentum across two very different creator segments while staying true to the same core belief: creativity grows through access, inspiration and real-world exploration.
The challenges were clear. At Fan Expo, Canon needed to engage thousands of fans who love documenting what they see but have never held a professional camera. The experience had to feel native to the energy of the convention yet elevated in a way that reflected Canon’s creative leadership. For the PowerShot V1, Canon needed a completely different format. It had to inspire influential creators to share honest, unfiltered first impressions while testing the V1 in dynamic, low light, fast moving conditions. The goal was simple but ambitious: let the creators themselves set the tone for the launch.
For Canon Creator Lab at Fan Expo, 7 Communications designed a custom footprint in one of the busiest corridors of the Metro Toronto Convention Centre. Each touchpoint formed a fluid journey through the Canon ecosystem.
At the centre, the Creator Lab Studio welcomed guests into a cinematic environment with dramatic lighting, fog and guidance from Canon ambassadors. Guests left with portraits that brought their character to life. A live gallery wall grew throughout the weekend as guests printed their images with the CP1500 and PIXMA Pro 200S, forming a vibrant mosaic of Fan Expo stories. The Tech and Print Bar invited guests to explore the R50 V, R100 and PowerShot V1, test lenses and print their favourite images instantly.
A large-scale comic book frame added a playful, mobile friendly moment for fans. The result was one of the most visited destinations on the Fan Expo floor, fueled by cosplayer appearances, daily contests and an approachable Canon team dedicated to creative support.
For the PowerShot V1 Creator Reveal at an NBA game, Canon introduced the camera to a select group of influential digital storytellers through an experience designed entirely around anticipation and discovery. Guests arrived at Scotiabank Arena with no agenda, no clues and no expectations, stepping into a private suite transformed with warm hospitality, subtle branding and a SELPHY QX10 print station ready for spontaneous play.
Once everyone was settled, Canon lifted a black silk covering to unveil the PowerShot V1 for the first time in Canada. Each creator received their own V1 bundle and immediately began capturing real world content as the game unfolded around them.
The night reached its peak with a surprise walk onto centre court, creating an unforgettable moment and a dynamic backdrop for additional filming and photography.
In the days that followed, creators shared a wave of unboxings, hands on demos, printed moments and honest impressions, shaping the early narrative of the PowerShot V1 through voices their audiences trust most.
Together, these two experiences created a powerful, layered creator strategy built on authenticity and experiential design. Canon deepened its connection with emerging creators, empowered influential storytellers to share their honest perspectives and reinforced the emotional value of printing real memories.
Fan Expo:
- 138,000 impressions
- 1072 Creator Lab Studio participants
- 81% opt-in for Creator Lab communications
- More than 1000 prints produced onsite
PowerShot V1 Creator Launch:
- 66 unique Instagram Stories
- 20 in-feed posts
- Reach of 677,000
- 72,000 likes
- $828,928 earned media value
Canon introduced the R50 V and PowerShot V1 not as products but as tools for creative growth. By meeting creators in the places where they already feel inspired, the brand strengthened trust, community and momentum in ways traditional marketing cannot match.
