How Canon Ambassadors are chosen: the selection process
The process by which new Canon Ambassadors are chosen is long and thorough. It begins at a regional level, with photographers and filmmakers around the EMEA region being proposed by their local Canon office - usually the Canon office in the country they live in. This initial list is then reviewed by an independent admissions panel.
“The nomination process starts within our regional Canon organisations, where teams identify photographers and filmmakers whose work, influence and values reflect the spirit of the Ambassador Programme,” explains Ingrid. “We then work closely with those teams and our independent selection panel to ensure every candidate is assessed not only on the quality and impact of their work, but also on their ability to inspire others, embrace innovation and contribute positively to the wider imaging community.”
In the following stage, the selection panel, which consists of independent experts representing a wide range of styles and genres, analyses each shortlisted portfolio against a range of professional and creative considerations. Those criteria include aiming for a diverse representation across gender, age, race and geographical location.
Above all, the panel looks for outstanding, impactful work and a distinctive creative voice. It also considers how candidates contribute to the breadth of the Ambassador community, their ability to engage with evolving imaging technologies and visual storytelling approaches, and whether their creative practice reflects Canon's end-to-end philosophy from capture to print. Following detailed discussions on the merits of each candidate, the panellists put forward a list of photographers and filmmakers they believe are eligible. The new Ambassadors are chosen from that list.
Lucy Conticello, chair of the selection panel and Director of Photography for M, Le Monde’s weekend magazine, says panellists looked for a blend of professional and personal qualities and attributes in the candidates. “For all the judges, the most important aspect was the strength of the work - whether it was truly impactful and stood out,” she says.
“The judges also carefully considered the photographers’ approach to their subject-matter, particularly how people were depicted and framed. It was clear that a collaboration with Canon was only possible with strong alignment on shared values: respect for subjects, especially in vulnerable situations; avoidance of stereotyping; careful depiction of minors; and sensitivity around nudity and sexualisation.
“We looked for image-makers who embody Canon’s ‘Created Different’ spirit – those who are ambitious to push boundaries and innovate. These people, when paired with Canon and its products, have the ability to create something ground-breaking and original,” continues Lucy.
Being tech-savvy was another crucial Ambassador attribute. “A solid understanding of imaging technology was also taken into account, along with their ability to communicate and inspire their audience,” says Lucy. “Finally, it was important that shortlisted documentary photographers represent the communities they document.”
Ingrid adds, “Essentially, the ideal candidates are people whose inspirational work shows a strong personal visual signature and coherent stylistic identity, as well as pushing technical and creative boundaries in new directions. They are also people who can talk with authority about the industry, Canon products and their specialist areas through workshops or education.”