PROJECT
Role
Lead Designer
Responsibilities
Ideation, Design, Implementation
Project Details
Integrated Marketing • Illustration • Animation • Digital • Social • Print • Trade Show Activation • Merchandise • B2B
We knew a more graphic, illustrated approach would really stand out from the competition, and animation would give us the freedom to visualize our campaign’s edgy message and tone. With not a lot of money to work with, we got a little scrappy and developed our own Boss hero character.
Once we figured out what his swagger would actually look like, we got to work and created a complete integrated campaign, featuring awesome retro montage storyboards. Finally, animation studio Nathan Love helped us realize the Boss in all this glory, and burst through that sea of sameness in print, digital, video, CES, and even programmatic banners.
Our campaign’s unique approach worked, and Canon clients loved the Boss campaign so much that it continued for several years, and expanded to also market their multi-function printer. This particular campaign featured a badass female Boss and a trio of Bosses that showed business owners that they could also handle anything.
© 2024 Daniel Thaner
