‘Scrunch’ launches the new Panasonic Lumix FX35 camera by demonstrating a key photographic opportunity that would be lost without it. In this film, we see a tourist having difficulty photographing the entire length of a vast iconic landmark – The Golden Gate Bridge. The Bridge itself attempts to scrunch its giant girders together, into a smaller space that will fit on the tourist’s camera. A voice-over explains that ‘the world wasn’t sized for a standard lens’.Finally, the entire Bridge is captured easily on the new Lumix, because, for Panasonic, ‘The Whole Picture Matters’.