Canon EOS Photochains

TV Commercial

Produced by Leo Burnett Sydney

Directed by Darryl Ward (Curious Film)

A photochain is a growing chain of photos, where each shot inspires the next. A chain starts when a person takes a photo, and then tags a detail in it. This tag then acts as the brief for the next photographer to go and shoot. They then tag a detail in their photo, and so the chain grows from person to person. The photochains will live online, where photographers can upload photos to existing chains, or start their own.


This campaign was fantastic to work on - I’m the ‘box’ girl.  We filmed in Bondi Junction and in Chippendale, Sydney.  The commercial made the top ads list and also went on to win many awards.

Photochains is now growing as its own social media platform which continues to grow with every photo – 94 photos uploaded every day since launch, which is 4 photos an hour – 12 minutes average time on website – Over 20,000 photos uploaded from around Australia to date – Canon EOS has risen to a record 67% market share in Australia since launch

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