One Image. Thousand Dreams.

Celebrate the power of an image within every aspiring athlete.

Ahead of the Tokyo 2020 Olympic Games, CANON, its official gold sponsor, needed to communicate the power of photography in sports. While many other sponsors created films spotlighting the Olympians, we wanted to find a cultural truth that was only rooted in CANON in-between sports and still images.

After having several development processes, we discovered the existence of a single photo that is put up in the rooms of the aspiring young athletes, and always empowers, questions, and pushes them forward to their dreams. We translated this insight into a core idea of this campaign centering around a tagline we wrote down, “One Image. Thousand Dreams”. Collaborating with one of the famous directors in Japan, Kyotaro Hayashi, we created this poetic sort of film that showcases the relationship between the deeply individual commitment of young aspiring athletes and their photographs which ‘remotely’ empower and watch them over. In the spot, a girl practices basketball on the court while a poster of an NBA star hangs in her bedroom. A boy goes for a swim while a framed photo of a swimmer sits on his desk. Another boy skateboards, fueled with inspiration from a skateboarding poster.

Creative Direction, Idea, Copywriting