An Open Letter to Canon or Why You Should Shoot What You Want
8 months ago, Sydney-based Doug Bayne and Craig Anderson shot a 2 minutes open letter to Canon, accusing the company to lure consumers like them to buy a Canon after they’ve watched iconic Vincent Laforet amazing footage, only to discover that you need skills and talent to do so.
Sounds like a joke?
Good, because it is.
So these guys shoot their little video, in their corner, and it is really funny. In 8 months, they get around 1200 clicks, which doesn’t seem like a lot, because we get so used to see videos with million + clicks, but I find the number to be actually quite good.
And then, something beautiful happened: Vincent Laforet watched the video and retweeted it.
The original tweet was from Eric Kessler who has a small base of followers (3,000 +) but all related to his field and with strong groups behind them (Laforet: 29,000+, Philip Bloom: 30,000+, Creative Live: 27,000+ etc.)
Like anybody who was awake and looking at their tweets at that moment, I clicked on the link (after all, it’s not every day that you see Laforet saying “OMG”.)
Watch the video for few minutes of pure joy:
Pretty tight for two minutes, right!
This is a great idea, packed with creative ways to tell a story. But although it had a ‘provocative’ title and kept referring to Laforet, it remained under the radar for 8 months.
It took one tweet for it to go from an under-the-radar little piece to the hit of the night.(and hopefully the following days)
When I watched the video, already 104 people had done like me: clicked on Laforet or Kessler tweet. 11 hours later, 4 000 people have done the same. I’m guessing Bayne and Anderson must be dancing around their living-room by now (I would).
To me this video is a great reminder that you should always shoot what you want. I’m fully aware that this is the flattest sentence ever and that half of the planet before me has already said: ‘You should be passionate about your project.’, which always annoys me, although I know it’s true. But sometimes you see or live something that rings true and makes you experience those words.
That’s what ‘An Open Letter to Canon’ did to me. I loved the fact that it’s low-key but still showcase strong skills, and that it’s smart and tight.
In our dear fast-paced world, it sometimes feels that everything should arrive instantaneously, web-based audience recognition included, and when it doesn’t, it’s tempting to think that you did it all for nothing, and it can feel like a rejection.
But we also leave in a world where it literally only takes one person to give one of your work wide visibility, and it doesn’t have to be Oprah anymore.
We’ll never know when the shot of boost will come, so let’s just keep doing our little videos with passion, putting them out there, and if it doesn’t become a hit overnight, it’s ok. Maybe 8 months later it will. And maybe it won’t. But if you have fun doing it then…