Hasta La Creative!

This morning, Canon announced a “massive rebranding initiative” led by its creative AOR Grey New York.

The project runs under the new tagline “See Impossible,” and it includes several elements: a new logo, new tagline and new “digital hub” at a new URL that’s worth a click for the 3D spinning cube.

The general idea is to move Canon from being a producer of camera technology to being a sort of creative partner. First video spot, starring an aspiring filmmaker who refused to move to L.A.:

According to the copy, Canon wants to go “beyond photography.” Another spot below.

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