We asked world-renowned photographers to share their stories and describe the ones that got away.

To pay tribute to the missed shots, we treated the typography with the same effect that caused the shot to be missed. So if the shot was blurry, we treated the typography with a blurry effect. And if the framing of the image was off, we gave the typography a change in color, to convey that it was out of frame.

Every story was framed by a Canon viewfinder to symbolize an empty frame – a missed shot. The ad was named after what the image would have been along with the name of the photographer.

Effectively using words, typography, framing and graphics to bring the missed shots to the world.