Canon Digital Photography in Rodeo

Canon promoted its digital camera Dig!c technology here in Australia in April this year with “Rodeo”. The ad certainly caught my eye. I immediately wanted to know how they managed to film what appeared to be a rodeo in Lego World. Could you imagine a world without detail? The DiG!C ad, filmed and produced in Australia, features a rodeo scene in which all the characters are flat and lifeless until a picture is taken. Then the picture is transformed into a world full of detail with rich colour, contrast and sharpness. As the camera pulls back further it is revealed the image has been captured on the LCD of a Canon IXUS 40 digital still camera.

Canon Rodeo commercial

Click on the image below to play the video in YouTube


The Canon Digital Photography Rodeo ad was developed at Leo Burnett Australia by creative director Glen Ryan, John Kane, Derek Green, Luke Crethar and Matt Smith, and agency Producer was Brenden Johnson.

Filming was directed by Gary Freedman and Jonathan Kneebone co-founders of The Glue Society, via Radical Media, with director of photography Keith Wagstaff.

Post Production was done by The LaB, Sydney, by producer Tina Braham, inferno artist Matthew Unwin, 3D Animators Alex Goodwin (lead animator) and Kevin Blom (dust efx), matt painter Thomas Kaiser.

The LaB’s page gives us the details on how they worked with the other teams to combine live footage, boxolated costumes, 3D animation and digital effects. A rainy day in the middle of the shoot affected the dusty feel of the film. Enter the dust efx and matte painter!

The resized sequence was cut together ending with a camera flash to the live action still. The live action still of the real people that appears at the end of the spot was shot in poor weather conditions and was therefore retouched by Thomas Kaiser our matte painter to appear sunny and adding a bull from the previous days shoot produced an excellent dusty rodeo moment.”

Editor for the Canon Dig!c Rodeo ad was freelancer Jack Hutchings.

Music for the ad was composed specially by Hylton Mowday and performed on a ukelele. Hylton has moved to Australia from South Africa and is known for his music in Energiser Freeway, Konica Chopsticks, Hahn Light Beanbomb, Sony PS2 Dog’s Life and My Manifesto.

Canon Rodeo commercial

  • Anonymous

    It’s a great ad. Any idea what the title and artist is for the music?

  • The music for the ad was composed by Hylton Mowday and performed on a ukelele. I’ve added some more detail in the post.

  • Anonymous

    Is there more to the music on this ad? It is great. How can one get a copy of this recording?

  • George Johnson

    Composer ArrangerGeorge was recenlty featured in Keyboard Magazine September 2008 issues under “Weekend Warriers” page 88.

    George is a true professional, rock solid musician. Listen
    tto some of his original instrumentals & you will hear a muscial stew of funk/rock/r&B accented by thick slices of jazz plus easy listening, carribean music and more!

    George’s years of experience & commitment to variety speaks of itself. George plays keyboards for top Colorado band
    (Mother Pearl Band). George grew up on a horse ranch. Besides being a heavy funky keyboardist he is also a Pro Nas songwriter. A song he wrote, entitled SHE LOVES MY COWBOY WAYS, was featured in a Colorado Motion Picture entitled Top of the World. Another song, TAKE ME ON THE TRAIL COWBOY, is getting airplay throughout Europe (Ridin Shadows Band) and is #1 in some countries (independent music international charts).

    AS SWEET AS IT GETS will keep you entertained from start to finish…funk/blues/rock/latin/easy listening/jazz………
    something for everyone. Enjoy just a taste of some of this man’s talents….Also check out the his latest CD entitled YO YO GIRL
    (Entertaining mixes of Punk/Rock/Jazz/Latin/Easy Listening and more) Enjoy! Need Music For Commercials George Johnson

  • dude, I dream of being a photographer