This Is What We See

Canon’s human-first answer to AI images—and what it teaches about selling emotion over equipment.

Author

Javier García
November 06, 2025 • Estimated Reading Time: 6 minutes

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Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

Canon – “This Is What We See” (2025 Global Photography Campaign)

Canon’s “This Is What We See” celebrates human perspective in an age dominated by AI-generated imagery. The film follows photographers from around the world—photojournalists, wildlife shooters, wedding artists—each capturing unfiltered, imperfect, but deeply human moments. The narration says: “AI can show the world. Only we can feel it.”

Key marketing lessons
• Reclaim authenticity from technology: Canon reminds audiences that emotional truth still matters more than technical perfection.
• Position imperfection as beauty: By highlighting shaky hands, bad lighting, and spontaneous timing, the brand reframes flaws as soul.
• Champion the craft, not the gear: The cameras are visible but secondary—the story belongs to the photographers, not the product.
• Purpose that aligns with product truth: Canon’s strength has always been capturing reality; this campaign turns that into a philosophy.
• Emotional storytelling over comparison: No talk of megapixels or sensors—just proof that empathy and instinct can’t be automated.

Takeaway:
Canon’s campaign proves that in an age of endless digital manipulation, the most powerful differentiator isn’t innovation—it’s humanity. When you sell emotion over equipment, your brand becomes timeless.

Canon – “This Is What We See”

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Weekly Tip

Stay Curious About Your Audience

Your audience evolves—what worked last year might not work today. Curiosity keeps you relevant.

• Revisit analytics to see how behaviour shifts over time
• Ask direct questions to understand new needs
• Test fresh formats or tones regularly

The more you learn about your audience, the easier it becomes to speak their language.

Weekly Challenge

Weekend Recap Reel

This week, wrap up your week with a quick storytelling reel:

• Record short clips throughout the week—work moments, small wins, or lessons learned
• Edit them into a 20–30 second recap with a short caption summarizing your takeaway
• Post it on Sunday to close the week and connect personally with your audience
• Track replies and shares—recap content often builds relatability and loyalty

Showing your journey makes followers feel part of your growth story.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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