Background:
Every five years, Canon hosted a global expo in Tokyo, Paris, and New York to showcase current and future products to media, investors, and customers. The 2015 US Expo, held in New York, was themed around the city itself, with the venue divided into zones highlighting Canon’s role at work, life, and play.

​

Activities:
As the section leader for the sports zone, I led a team of over 30 to create an interactive, immersive experience that demonstrated Canon’s sports-related imaging solutions in a memorable and engaging way.

​

To bring the zone to life, I drew inspiration from one of New York’s most iconic venues, Yankee Stadium. Leveraging our corporate sponsorship with the New York Yankees, I conceptualized a (seemingly) full-scale stadium recreation as the backdrop for the zone. I commissioned renowned photographer David Bergman to capture a 30’ x 120’ panoramic image of Yankee Stadium using Canon’s latest high-resolution camera, which was then printed using our professional wide-format printers.

​

We brought the zone to life by staging simulated baseball games throughout the four-day event, with actors playing on the field while attendees took on the role of sideline photographers using Canon’s newest gear. Behind the scenes, a functioning broadcast studio live-streamed the action to a scoreboard using Canon’s professional video equipment. We also integrated a mock medical suite to demonstrate Canon’s compact medical imaging systems in a real-world sports context.

​

Results:
The stadium zone became the most talked-about attraction of Canon Expo 2015. It drove significant press and social media buzz, generating millions of impressions and engagements. The execution not only showcased the depth and versatility of Canon’s imaging technologies but also reinforced the brand’s relevance across multiple industries.