Canon: Decoy

They say a picture paints a thousand words... Well, that's certainly true of this clever experiment conducted by Canon's Lab, which has produced the brand's latest marketing campaign and content series.

Created by Leo Burnnett, the stunt invited six photographers - Chris Meredith, Jin Lim, Lyndal Irons, Kate Disher-Quill, Franky Tsang and Tristan Stefan Edouard - to shoot a portrait session with a twist.

Each photographer was told a different story about the subject - that he was a self-made millionaire, a convict, a fisherman, a lifesaver, a psychic and a recovering alcoholic.

The unveiled portraits prove the power of perspective as the differences reveal that the final image is as much about the subject as it is about the person taking it.

The campaign was helmed by Chris Ireland through The Pool Collective.