Background: Unclear market segment for the product.
Goal: Creating a clear identity for the product.
Role: Art director.
Responsibilities: Research, ideation, campaign design, visual design, team management.
EOS RP is the first attempt from Canon to target the reasonable priced full-frame mirrorless market. While having less feature than its more expensive sibling(s), its affordable price, mobility and core essentials are plenty good for enthusiasts or even wedding professionals as travel camera.
Before the official release of Canon EOS RP, our job is to handle the technical testing, writing the review, creating real experience field test video (in Vietnamese @ https://bow101.com/chup-anh-cuoi-voi-canon-eos-rp/). Also, we promote the product using various other means such as organising a wedding photography/videography workshop and collecting feedbacks of pre-launch models handed to partner wedding photographers.