The campaign, entitled 'The Gaze Changes Everything', connects photography and AI, leveraging the human essence in the creation of images. The campaign was created by Dentsu Creative.… read more The more we use generative artificial intelligence, the more we realise how much our personal references and experiences affect the way we shape our creative ideas. Canon, a 90-year-old Japanese multinational, believes in technology as a connective force for the entrepreneurial spirit and the human eye. Based on the concept “Without the click, there is no prompt”, Canon do Brasil's new advertising campaign shows that technology, especially generative artificial intelligence, is one of our allies, but that the human approach will continue to be essential. Created by the Dentsu Creative agency, the campaign avoids portraits commonly used in advertising campaigns and exalts artists who go beyond the obvious. The chosen artists were Benjamin Abrahão Botto, Tina Modotti and Lewis Wickes Hine, whose works permeate the repertoire of photography lovers and celebrate the authenticity of the human gaze.
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