Being A Canon Canada Ambassador

Location: Canon Canada, Brampton, Ontario, Canada, Year: 2020, Photographer: Ajani Charles

When I began my photography journey at eleven with a Canon ELPH point-and-shoot camera, I had no idea what a Canon Canada ambassador was or that Canon had a Canadian division.

Moreover, when I began learning how to shoot film with a Canon SLR camera, explicitly using a rental that my father kindly acquired for me, as I studied the art and science of photography through the Toronto School of Art at the age of twelve among adults, I had no idea that Canon Canada would one day become one of my clients and partners.

At that early stage, I decided to shoot exclusively with Canon products. I was pleased with the user experience of Canon’s camera bodies and lenses, and I loved the Canon logo and name. That was the extent of my understanding of Canon at the time.

As far as I can remember, my loyalty did not involve any other variables as a kid, and I was a happy customer.

By high school, as a visual arts major through the Claude Watson Arts program at Earl Haig Secondary School, I fell in love with photography even more, especially since I regularly had access to a fully stocked (high school) darkroom for the first time in my life.

Also, at the beginning of the ninth grade, my amazing aunt Marleine bought me a Canon EOS Elan II camera kit, so although there were financial limitations regarding how much film I could purchase and consequently shoot every month, I was shooting more than ever before, far more than I could when I first learned photography in the seventh grade.

Due to limited access to film, every shot needed to count.

I loved and still love my Canon EOS Elan II, and my high school years formed the foundation of my technical skills as a photographer, among other foundations that benefit me to this day.

My high school years also involved many unprocessed traumas that manifested in perfectionism, workaholism and overachievement, which left me disillusioned and led to an existential crisis that caused me to study philosophy at the University of Western Ontario instead of accepting offers from OCAD University, Ryerson University (which is now known as Toronto Metropolitan University), Sheridan College, Massachusetts College of Art, and other reputable educational institutions in America, specifically for photography.

I assumed studying philosophy would help me make sense of the world and define a career path. And it did, even though I was not nearly as studious in university as before, partially due to exhaustion from years of pushing myself too hard academically and in terms of extracurriculars. I was led back to my childhood trajectory nonetheless.

Studying existential principles caused me to become a professional photographer slightly before the last semester of my undergraduate studies ended. Existentialism taught me that aligning all aspects of my life with my passions was one of, if not the wisest, things I could do, no matter how arduous the journey would be.

About two summers before I made that decision, my supportive father bought me my first DSLR camera, a Canon EOS 20D.

I barely shot throughout my undergraduate studies, but my classmates periodically learned about my background. I would be hired to shoot my first fashion campaigns for a handful of fledgling brands that no longer exist.

Those early fashion shoots helped me become more proficient at film shooting. Once I transitioned to digital photography, they helped me learn how to shoot with Canon’s digital products.

The learning curve was steep, but I quickly learned the basics through sheer willpower and volume. Learning how to shoot and develop film was a great foundation.

Although my skillsets and unique value proposition as an artist and entrepreneur have evolved significantly and far beyond photography, I aimed to become a Canon Canada ambassador in 2008 when I strictly focused on photography.

I began contacting Canon Canada by phone and e-mail in 2008 about becoming a Canon Canada ambassador and continued until the summer of 2019.

At one point in 2018, I worked in a co-working space owned and operated by an agency that was once Canon Canada’s partner.

I pitched them on several projects, including an art exhibit on my now 18-year-old documentary project on Toronto’s hip-hop culture, community, and history, Project T-Dot. I intended to work with Canon Canada sooner rather than later through the agency above.

My final e-mail to Canon Canada before I seemingly gave up temporarily on becoming a Canon Canada ambassador was to my now colleague Gizelle Lau, Senior Manager, Corporate Communications at Canon Canada; I found her personal e-mail address and pitched her on having me become a Canon Canada ambassador.

I did not receive a response, and despite being proficient at following up in various contexts, I lacked the bandwidth to follow up with her at the time.

About a year and a half ago, Gizelle sent me a rare 1988 Canon Canada-Winter Olympics collaboration winter jacket as a gift to add to my extensive collection of Canon vintage clothing.

In my case, when it comes to some of my most important goals, rejections are only temporary, and it is only a matter of time before they are achieved.

Knowing when to quit is essential, but knowing when never to give up is equally important.

Content And Event Production Specialist: Yasmine Perez-Achig, Content Marketing Specialist: Kelvin Lin, Location: Canon Canada, Brampton, Ontario, Canada, Year: 2024, Photographer: Ajani CharlesLocation: Canon Canada, Brampton, Ontario, Canada, Year: 2024, Photographer: Ajani Charles

Much like it took me fifteen years to monetize Project T-Dot, which currently includes the largest and most publicized art exhibit on hip-hop culture in Canada, I have big plans that will come to fruition, whether it takes a year or a decade.

It is also worth mentioning that the value I now create for Canon Canada and all of my clients would have been impossible for me to develop before 2020, when I initially became a Canon Canada ambassador, as I lacked a unique value proposition, many crucial skills, business acumen, wisdom, various life experiences, numerous insights, and years of personal development, mental health cultivation, patience, introspection, and mindfulness.

An existential crisis I experienced during the summer of 2014 led me to replace maladaptive relationships, habits, and environments with far healthier and adaptive alternatives. This also led me to be more in alignment with Canon’s values as a person, entrepreneur, professional photographer, and media professional.

Canon’s guiding philosophy of Kyosei, which means "living and working together for the common good," reflects Buddhist values.

Kyosei emphasizes cooperation, social responsibility, and environmental sustainability.

This aligns with the Buddhist principle of interconnectedness, as Canon seeks to create value for its shareholders, society, and the environment.

Location: Canon Canada, Brampton, Ontario, Canada, Year: 2024, Photographer: Ajani Charles

Moreover, my professional journey mirrors the resiliency and persistence that have characterized Canon's history and the broader narrative of Japan's post-World War II revitalization.

Canon’s management philosophy, known as the Three Selfs, includes Self-Motivation, which encourages employees and partners to take the initiative and be proactive; Self-Management, which promotes personal responsibility and discipline; and Self-Awareness, which fosters an understanding of one's role and impact within the company and society.

These principles align with many Eastern philosophies by emphasizing personal growth, responsibility, and mindfulness.

They reflect Taoist, Buddhist, and Confucian influences, aligning with my core principles.

Mindfulness meditation, which I engage in daily, amongst other forms of meditation, stems from Buddhism.

Hence, Buddhism and its many teachings are essential to me and have had a profoundly positive impact on my life and career.

Canon's origins in Japan during the 1930s, initially through a company known as Precision Optical Instruments Laboratory, established in 1933, faced immense challenges. Yet, its commitment to innovation and excellence allowed it to emerge as a global leader in imaging technology.

Similarly, Japan's determination and perseverance after the devastation of World War II transformed it into one of the world's most robust economies. These parallels resonate with my path, where relentless effort and unwavering dedication have been crucial.

Just as Canon and Japan rebuilt and thrived against the odds, I have navigated my personal and professional setbacks, countless daily rejections and many losses to achieve my goals.

So, it was serendipitous that Canon Canada reached out to me, specifically through my excellent colleague Christina Licastro, who no longer works with the company, once my values aligned with Canon’s and not a moment sooner.

I had more to offer Canon Canada as a company and community in 2020 than I ever did a decade prior.

Moreover, I signed my first ambassador contract with Canon Canada after nearly four months of discussions during the COVID-19 pandemic, when my values and habits would be tested in ways I had not foreseen (due to the chaos and restrictions of the pandemic).

Coincidentally, after my contract was signed, I found out that Christina lived in the building beside mine.

What are the chances of that?

My life and career are wildly different from my first year as a Canon Canada ambassador. I have accomplished some of my most important professional goals and have set many new ones, including professional goals that were beyond my comprehension in 2020.

Representing and working with the most recognizable camera brand in the world through Canon Canada and being surrounded by other Canon Canada ambassadors, who are some of the most talented and dynamic artists in the world, has led me to do my best work to a greater degree than I would have otherwise.

The Pygmalion effect has been consistent throughout my relationship with Canon Canada.

I have written about it many times. For those unfamiliar with it, it is a psychological phenomenon in which implicit or explicit high expectations improve performance in a given area.

Sharing my many plans and projects with Canon Canada executives and the Canon Canada community has led me to do my best work and to improve my consciousness and varied skillset in ways that would have been unimaginable during my career’s early stages.

Working with some of the world's most accomplished artists, entrepreneurs, and business leaders has helped too. I consciously and unconsciously step my game up, as they are watching, while keeping in mind that my evaluations of myself are more important than the evaluations of others.

It is worth mentioning that it took me twelve years of various attempts to become a Canon Canada ambassador, which has led me to put my best foot forward; I will not soon forget how long it took to form a meaningful relationship with one of my favourite organizations.

Kaizen, the Japanese principle of constant improvement, has contributed to Canon Canada’s success.

Daily constant improvement on my part is one of many variables that led me to work with Canon Canada.

Moreover, through Canon Canada, I have positively impacted countless people in Canada, America, and the world while including the organization in projects that have reached millions of people in Canada and globally.

Through Canon Canada, I teach various audiences about the “soft skills” that have benefitted me and my career the most and emphasize the reflective and personal development tools that helped me thrive during the pandemic and beyond.

The Canon FUTURES program is designed to support young artists and entrepreneurs (including photographers, filmmakers, and others) who are Canadian citizens or permanent residents between 20 and 25 years old and passionate about creative storytelling and content creation.

The process of joining the program is highly competitive, and hundreds of young creators apply to the program each summer, representing its prestige amongst young artists and entrepreneurs across Canada.

For the last three years, through the program, specifically through a workshop (and a related assignment) entitled Work On Yourself More Than You Work On Your Craft, I have taught the inner game of being a professional creator, emotional intelligence, meditation, transcending limiting beliefs, the psychology of money, the importance of clearly defined values and boundaries, devising a unique value proposition, sales, and far more.

My contributions to the Canon FUTURES program have had a positive impact orders of magnitude beyond what I thought I could create at the start of my career.

‘I reflected on the milestone at this summer’s Canon FUTURES program wrap party at the Gladstone House in Toronto, which was essentially a graduation ceremony during the evening of Thursday, June 20, 2024, wherein the joy and gratitude of my students, the Canon FUTURES creators, were fully displayed.

I experienced the same joy the following evening at the annual Canon Creator Lab and Socality boat cruise called Sail Into Summer.

Due to the limitations of the pandemic, besides Christina, during the pandemic, I exclusively interacted with executives at Canon Canada through Zoom for at least a year, and there was no formal onboarding event for myself and the other ambassadors.

I am still processing its many implications (primarily through a long-term personal project).

As such, I drove to the Canon Canada head office during a lockdown, photographed its exterior, briefly meditated in front of the building and thought about the fact that I had finally started working with a brand I have respected since childhood.

Recently, I visited the Canon Canada head office and was given an informative and inspiring tour of its interior by Yasmine Perez-Achig, a Content and Event Production Specialist who has helped me tremendously. She also recently joined a private celebration of my new solo Project T-Dot art exhibit at Billy Bishop Toronto City Airport, an ambitious project that Canon Canada has sponsored alongside some of my other clients.

Yasmine manages Canon Canada’s ambassador program’s day-to-day operations, and Kelvin Lin, a Content Marketing Specialist, facilitated my tour of Canon Canada’s exceptional facilities alongside her.

Content Marketing Specialist: Kelvin Lin, Content And Event Production Specialist: Yasmine Perez-Achig, Location: Canon Canada, Brampton, Ontario, Canada, Year: 2024, Photographer: Ajani Charles

Recently, Canon Canada was recognized as one of the Best Workplaces in Canada 2024 for organizations with over 1,000 employees, and it was also awarded as one of Canada's Greenest Employers 2024.

Such awards highlight their outstanding employee experience and workplace culture.

Additionally, Canon Canada has won several 2024 iF Design Awards for its product designs, marking the 30th consecutive year of recognition for its design excellence.

During my tour of Canon Canada’s immaculate and minimalistic headquarters with Yasmine and Kelvin, I could see and feel why the company reached its 50th year in operations last year and was so revered in the business world.

Thankfully, I recently renewed my contract as a Canon Canada ambassador.

I want to thank the Canon Canada team for believing in me and my production company, The Ark Media Group, especially Brett Gaskell and Nicholas Tomic, some of the most innovative and hardworking business leaders I know.

Since day one, they have given me great freedom as an ambassador and have believed in my value as a person, artist, and entrepreneur. They also genuinely care about Canon Canada’s customers and many communities.

I greatly appreciate that Nick recently joined me on a personalized tour of my new solo Project T-Dot art exhibit at Billy Bishop Toronto City Airport.

And I cannot minimize the significant contributions of Canon Canada’s Adriana Badillo, Sheldon Bowering, Wendy Graves, Michaele Hall, Gizelle Lau, Kelvin Lin, Frank Pirroncello, Yasmine Perez-Achig, Amanda Teixeira, Wilfred Tang, and many others who have been positive forces in my career since I met them.

Thank you to all my fantastic fellow Canon Canada ambassadors and the Canon FUTURES creators.

Thank you to Canon Canada’s incredible partners, including but not limited to Socality, 7 Communications, Vistek, and Henry's.

Ultimately, from my perspective, being a Canon Canada ambassador means upholding the legacy of resilience and innovation that defines Canon and Japan within the context of Canada.

It is about constantly striving for improvement, embracing challenges, being present, and positively impacting the world through like-minded people, technology and creativity.

I am grateful for the trust and opportunities Canon Canada has given me, and I look forward to continuing this journey of growth, creativity, and shared success.

I recommend joining the Canon Creator Lab for those interested in improving their photography, filmmaking, or other creative pursuits while using the best camera gear in the world amongst a supportive community, whether professionally or as a hobbyist.

For those interested in acquiring custom framed prints of their choosing through Canon Canada’s Frame Lab, the code AJANI40 can be used at checkout for an exclusive 40% discount until Tuesday, December 31, 2024.

Being A Canon Canada Ambassador

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