Creating Photographers, Not Consumers: Canon’s Creator Lab and Student Advantage Program

Canon Canada has just launched Canon Creator Lab under what I call its new community development mandate. Many companies these days talk about building community, creating space to encourage growth. Most of them seem to be lip service at best. Here, however, we see Canon Canada investing time and money into a free hub designed to help photographers improve while connecting with each other. As a Canadian, I’m proud that Canon’s Canadian operation seeks to lead the global photography community in this space.

Canon Canada’s Creator Lab focuses on a few key areas.

Creator Lab will provide exclusive access to the event. For example, photographers can sign up for in-person workshops like the one from last week Sail into Summer: Toronto. The workshop aboard Kajama, a 165-foot tall ship, was designed to connect members of Toronto’s creative community on the water at sunset. Canon Canada arranged private access to the ship for the duration of the sunset cruise, where attendees had the chance to engage with fellow creators, access a variety of gear, and have the opportunity to work with stylish talents on board.

Creator Lab subscribers will have early access to new camera and lens trials.

Creator Lab is also an access point for the new Frame lab (more to come), a high-end print and framing shop, but at a reasonable price.

Creator Lab will also be the place to find Canon Professional Services and a revised version Student advantage program for secondary and post-secondary students. The Student Advantage program is now free and includes:

  • Discounts on select cameras, lenses and printers
  • 20% discount on service and repairs
  • Expedited service and repair
  • Subsidized shipping for out-of-warranty repairs
  • Free membership

Creator Lab also shares two dozen short workshops led by Canon Ambassadors and other photography luminaries, including:

There is also Behind the set of lenses share the stories of Canon Canada ambassadors, such as Natasha Gershonand some of their tips for success.

What do you think? From my seat, it looks like Canon Canada is leading the pack in providing a way to connect with its product in a way that will create better photographers, not just better consumers.

All images by Canon Canada Ambassadors and attributed to their creators or provided by Canon Canada.

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