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Canon's winter campaign continues its "Live for the story" theme launched earlier this year to become a storytelling brand.

A series of films and photographs capture the moments just before something happens – from a basketball about to land in a hoop to a snowball in motion – to build anticipation for the new year and encourage people to give the gift of a story. The work was written by Matthew Holmes and art directed by Abigail Williams at VCCP. The print ads were shot by photographer David Harriman and the film was directed by Jack Whiteley through Rattling Stick.