Canon Australia has launched its 'Show Us What's Possible' campaign with the installation of a massive photo print at the bottom of a swimming pool.
The 49-metre long, 13-metre wide, 700 square metre print of Sydney beach photographer Eugene Tan's 'Peppermint Fresh', taken in 2015 on Italy's Amalfi Coast, was installed at Bondi Icebergs swimming pool in Sydney to promote Canon's 'Show Us What's Possible' campaign, which encourages professional photographers, cinematographers and creative artists to showcase their use of Canon products.
Tan, founder of photo gallery Aquabumps, said the Icebergs exhibition gave him the chance to combine his passions into one project. "I pioneered aerial beach photography in Australia over 10 years ago and have always wanted to produce one of my aerial images publicly in a huge format. Icebergs was a logical location choice and the closest replication of the famous Italian beach clubs on the Amalfi Coast, which has become one of my favourite locations to shoot.
"For this to be at the iconic Icebergs pool in Bondi Beach, where Aquabumps started 18 years ago, is really a dream come true. I started Aquabumps because of my passion and love of the beach and to share my images with more than 300,000 people daily all over the world – to be able to show them this will be pretty cool," Tan said.
The print took 50 hours to produce on a Canon Arizona 550 flatbed inkjet printer, and was installed over a five-hour period by Canon partner Scaffad. “We’re proud of the gear we make but it’s only in the hands of creative artists that we can see what’s truly possible when using Canon products. Show Us What’s Possible was born from our desire to support professional creatives in making their big dreams a reality and help them push the boundaries,” said Jason McLean, director of consumer imaging at Canon Australia.
McLean is pleased with the outcome of the exhibition, and hopes it will entice more creatives to sign up to the 'Show Us What's Possible' project. “With the Bondi Icebergs spectacle, Eugene has shown us an amazing application of print, photography and video to create a visually stunning installation and content for all to enjoy. We can’t wait to see the incredible work to come from creatives around the country.”