Millenials today do not believe in compact cameras. They don’t understand the power of a camera, preferring to shoot and share with their smartphones. Canon needed a new way to connect with them for the launch of the Canon Powershot SX60 HS: a compact camera with the world’s leading 65x zoom. How do we grab the attention of a new generation of photographers, and allow them to experience the power of the SX60 for themselves?

We created a total of 33 linked Instagram accounts, 24 hidden stories, 297 images and 330 captions to bring the experience to life on Instagram.

We shot the Singapore skyline from a vantage point in Chinatown, as well as 24 stories or ‘zoomable experiences’ for people to discover when they explored different areas within the main image.

Using Instagram’s tagging feature as a ‘zoom’ button, we created a seamless zoom experience by linking multiple photos together through tags. Every time a user taps on a tag or a tile, they zoomed in closer to that area. Even when there wasn’t a story, there was a fun takeaway in every Instagram tile within the Instazoom experience.

The experience was first launched on Canon Asia's Instagram page, with