CANON // Glass First 

As Canon was getting ready to celebrate its 100-millionth lens, we created an idea that made the company rethink its entire messaging: to reposition Canon as an optics brand, shifting its focus from cameras to lenses. And to do so, we started by launching the first-ever online encyclopedia, exclusively devoted to Canon lenses and the science behind them. We called it, “Glass First.”

Still Photography.

Lens Overview.


Glass First Intro.




Agency: 360i - 2014
GCD: Rahul Sabnis
CD & AD: David Lan
CW's: Dustin Glick, Lee Lawrence, Rachel Stirling, and Alejandro Castro