EPSON launched a simple but powerful campaign whose purpose is to exalt the valuable role printouts have in our visual memory. The emotive way in which they tell the story unfolds through the experiences of 10 of the most renowned photographers in the world to tell us about their beginnings in the profession, the story of their most memorable piece and the discourse that the print inspired.
This production focuses on bringing together the voices of the visual geniuses behind the lens to make us experience their pictures with a new perspective, and convince us of the powerful message that EPSON shares: “The power of print“.
The campaign extends to a digital level, use the hashtag #PrintYourLegacy to find it on Twitter, Instagram and on Epson’s website: Epson’s website, where the story expands on the videos starring the artists.
This campaign is an example of #BRAIN_DING because the benefit of the product goes beyond the physical value to an emotional one. It alters our perception of photography, especially with such brilliant phrases like “everything begins and ends with a print, it’s the object, it’s the carrier of your story” (Gregory Crewdson), which is an articulation of the insights that we all have about something with emotional weight to us.