Case Study

Great photography is not about technology, it is about inspiration. Photochains created a new way to share photography online, creating a new dialogue between Canon EOS and the photographic community.

Where each shot inspires the next

The website transformed photography from something people do on their own, into a collaborative community. The site was developed with Kieran Ots and his band of coding brothers.


 THE PLATFORM IDEA informed the media

Featuring consumers in tv & outdoor advertising.



  •  94 photos uploaded every day for 7 years (still running)

  • 12 minutes average time on website

  • Canon rose to a record 67% market share in Australasia at launch

  • 35% of uploads were from competitors brands, representing a new audience for Canon