‘What’s Your Next First?’ Campaign
Talent Procurement


The Brief

ITB worked alongside London-based creative agency VCCP to bring to life a new Canon campaign centred around a unique and first-ever experience captured with the the latest collection of EOS M50 mirrorless cameras. For the campaign, ITB was tasked with finding extreme athletes who could best showcase an impressive and adventurous first experience in order to exhibit the cameras' stand-out features.


Casting and Results

ITB cast and secured the extraordinary seven-piece collective of Parkour professionals, Storror, to cross borders from Europe to Asia in true Parkour fashion captured in a short film. The adventure takes place in Istanbul and features the group jumping overs trains, boats, bustling souks, bridges and the city's iconic ancient buildings. This thrilling piece of content has already garnered over 2.2 million views and growing.