K.O. to AI from Canon

Brief

Highlight authentic photography and emphasize human capabilities in contrast to AI-generated images.

Insight

When World War I began in 1914, the pacifist nurse Armin T. Wegner started hearing rumors of the persecution of Armenians living in the region. At great personal risk and in defiance of military orders, he set out to investigate and document these atrocities with photographs. Thanks to him, Armenians survived as a nation.

Concept

AI wouldn't risk its life to tell a story.

Idea

Canon launches a series of billboards showcasing the most perilous moments in a photographer's life.

In digital, Canon compiles the stories of the world's most daring photographers and their subjects to celebrate the power of the human soul and vision.

I hold this campaign very dear to my heart not only because it got me a full scholarship to what resulted to be one of the best and most difficult years of my professional life, but because the insight its built on comes from the history of my homeland, Armenia.

We're starting off deep eh?

I've got some fun stuff too.