Canon ‘Seconds/With’ was created in the Australian market as an online webisode series to promote Canon as a brand which stands for inspiration. It was designed for the Australian photography market specifically, but given the nature of online content, it was designed for photographers everywhere to share amongst the creative community and general public.

The content launched through Canon’s online presence/website, and spread organically as people shared the content online. The 4 professional photographers involved in Series 1 of Seconds/With then travelled the country with Canon, speaking at photography and creative events and sharing episodes with the photography community.

The response from photographers and the creative community has been so successful, that the series will remain ongoing as a new channel of branded content for Canon.Canon EOS reached its highest market value share in 4 years, peaking at 60%. Canon EOS awareness increased to 43%, versus 30% the previous year. Canon's market share within the professional photography market has risen to over 70%.