I was at Canon’s First Cut Premiere event in L.A on Tuesday, which saw 4 emerging creators take home $25k each to fund their projects. 12 incredible projects and a big investment into the next generation of creatives.
I also chatted with Colin & Samir - interview with them dropping soon..
Brands continue to bet big on creators, and Kevin McCarthy is at the forefront of it at Gen Z’s favorite camera brand: Canon.
What stands out about Kevin is that in an industry that often rewards job-hopping, he’s been at Canon for nearly 20 years climbing the ladder.
Our conversation is below:
AvA: We’re living in a world where content is infinite and attention is finite. How do you define “meaningful" creation and campaigns today?
McCarthy: It’s certainly true that with the speed of culture, capturing attention is trickier than ever. But even through this hustle and bustle, it becomes clear fairly quickly to us what is going to be impactful. To bring us to the Canon First Cut event, our strategy here is similar to our strategy going into key entertainment events like Sundance, which we’ve sponsored for over a decade. We’ve found that in-person, community-driven events centered around creative expression and conversation drive impactful results for Canon. The power of creatives coming together in one room to discuss new projects, gear that can unlock new possibilities, and what’s happening in their own careers and lives is invaluable for insights, connections, and conversion.
AvA: The brand/creator relationship has shifted significantly in the last few years. What’s changed the most, and where do you think it’s headed next?
McCarthy: What’s changed most with the brand and creator relationship in the last few years is the building of trust and collaboration. Brands are now fully aware of the power of creators to shift conversations and culture, and creator-led marketing has become an essential part of our marketing mix. In the future, we expect to see deeper collaborations with creators, for example, potentially working with them to develop experiences and deeper involvement in bucket list projects. There are many possibilities and, with the right collaborators, the right message at the right time.
Credit: Getty
AvA: How do you/Canon think about empowering creators as businesses, not just end-users of hardware?
McCarthy: As a leader in imaging technology, we are always looking toward empowering our customers to create all their ideas, whether that’s a short film like the fantastic submissions we premiered at our Canon First Cut event this past Tuesday, or the events of everyday life. We want creators to have Canon cameras and lenses be the tools they need to push their creativity to the next level to chase the story, capture the best possible image, and to make sure their story gets out there for the world to see and feel.
AvA: What are traits you look for in creators that make you want to bet on them as partners long-term?
McCarthy: We work with a broad range of creators depending on the product focus and the story we are looking to tell. For example, we have relationships with top photographers in the world who are capturing global sporting events or climbing to the top of Mt. Everest. We also work with the up-and-coming travel influencer who’s looking to level up from a phone to a PowerShot V1, for example.
As a company obsessed with perfecting the image, we’re always on the lookout for creators who have a unique visual style or are doing amazing things with both photo and video. If there is a story to be told, no matter who the creator is, we want it to be told with Canon.
AvA: You spent nearly two decades growing inside Canon in an era when job-hopping has become the norm. What did staying at one company give you that moving faster and chasing outside opportunities might not have?
McCarthy: Spending nearly two decades at Canon has allowed me to truly understand the people, products, and customers behind the brand. I have been able to build trust, learn from both wins and mistakes, and help grow ideas from early concepts into real-world experiences. I’ve always been one to think of the long-term versus the short-term benefit. Staying and growing in one place have given me perspective, credibility, and a strong sense of purpose in the work I do.
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