Behind The Magic
ROLE IN THE PROJECT:
— Art Direction
— Concept Development
— Typography
— Graphics / GFX
TEAM:
Creative Director: Chris Kelly
Associate Creative Director: Brenda Cortes
DP: Max Henderson
Executive Producer: Hunter Blakely
Senior Producer: Anna Janowsky
Production: Tiny Ark
Agency: PixelCREATIVE CONCEPT: The most captivating part of a magic trick isn’t the trick itself—it’s how it’s done. Let’s show how movie magic is done.
STRATEGY: Reveal how Canon equips filmmakers with the tools—and the knowledge—to turn movie magic into reality while showing gorgeous output with Canon camera and lenses.
EXECUTION: Show side-by-side comparisons of the final shot and how it was executed, highlighting the equipment that made it possible:
- A POV close up action shot.
- A seamless glide through tight spaces.
Why It Works?
Proof in Action
Shows how the EOS C80 can be used on real sets, proving its quality and reliability.Builds Trust Through Education
Engages filmmakers by educating rather than just selling gear.High Potential for Virality
BTS content is highly engaging and shareable, making it easy to reach a wide audience.
Titles & Lower Thirds:
— Design
— Typography
— Animation
EXECUTION: Set against the cinematic backdrop of a pre-built set or studio backlot, this execution transforms controlled environments into playgrounds for visual storytelling. Using the Canon EOS C80, a skilled cinematographer demonstrates 3 iconic camera techniques—each move choreographed with precision to showcase how performance and camera work come together to create movie magic.
HOW IT WORKS:
- Cinematographer and 2 extras execute 3 camera techniques (worms eye, frame mounting, and in-camera zoom and dolly effect).
- A split screen shows BTS (mechanics, timing, precision) vs. stunning results.
- Voiceover explains the technical artistry, gear and lenses choices behind each shot.
- End card features camera and lenses used.
Worm’s Eye:
WHAT IT IS: Camera points straight up from below, looking up at your subject.
LOOK: Makes the subject feel powerful or dramatic. Cool for walking, jumping, or close-up action.
GENRE: Music Video
GEAR TO USE: Canon EOS C80 + RF24-70mm or RF15-35mm for wide, clear view.
GFX + Typography
Frame Mount:
WHAT IT IS: A C80 is mounted rigidly to another C80 that’s being operated. The mounted camera faces Justin, capturing every move as he shoots the talent, creating a mirrored POV of shooter and subject in perfect sync.
LOOK: The videographer in full flow—adjusting focus, directing, moving.
GENRE: Action (BTS)
GEAR TO USE: Canon EOS C80 + RF Lenses, top handle cage and SmallRig magic arms.
Zolly:
WHAT IT IS: Camera moves forward/back while zooming the opposite direction to distort the background.
LOOK: Dreamlike, dramatic, or unsettling—classic cinematic effect.
GENRE: Suspense/Horror
GEAR TO USE: Canon EOS C80 + RF24-105mm with zoom control or manual zoom.
Long Form Edit
EXECUTION: To create a longer hero edit, we weaved together the short-form segments (Worm’s Eye, Frame Mounting, Zolly) using our hero talent as the connective thread. Each trick remains tight and dynamic, while added setup, reflections, and BTS commentary from talent bring energy, context, and personality.
Intro Hook: Talent kicks things off with energy, introducing the mission: “We’re pulling off 3 cinematic tricks you’ve seen in movies—but never like this.”
Segmented Magic: Each short-form trick (e.g., Worm’s Eye) plays out and is expanded with:
- Quick pre-rig context (“Here’s why this angle hits hard”)
- Live reactions and observations
- On-the-fly camera checks + gear tips
Final Recap: Talent reflects on favorite tricks, unexpected wins, and how Canon made it all possible.