To launch the highly-anticipated EOS 5D Mark IV, Canon and 360i gave four photographers an impossible challenge: only 24 hours after receiving the camera, they would have to display the images they captured at the renowned Whitney Museum in New York.
Just hours before the event, neither Canon nor 360i knew what images provided by Roberto Valenzuela, Jendra Jarnagin, Alex Strohl and Sue Bryce would look like. But confident in the camera’s abilities, they invited 130 prominent members of the press and New York’s photography community to watch as they were unveiled for the first time. As guests arrived, every frame in the gallery was still empty. Then, while the audience watched, the photos were printed with Canon printers and mounted on the walls of the gallery over the course of the evening.