Conductor Eric V. Hachikian is brought on board by Canon to demonstrate just how reliable Canon's ImageCLASS printers are, by printing sheet music to Beethoven's 7th symphony, during a live concert. That's right. The musicians hasn't seen the sheet music in advance. And they hadn't rehearsed the song. So with every last note on every page, the symphony hung in the balance. Nineteen printers in all were used to print 70 pages each. We're talking a symphony of more than 40 minutes. Normally I'm not one for seeing more than the spot, but I wish they'd filmed and released the entire performance. That would have been a surreal experience. Regardless, it's a fun idea to demonstrate the benefit of timely printing.

Agency: 360i NY CCO: Pierre Lipton Group Creative Director: Fabio Seidl Creative Director: Dustin Glick Copywriter: Morgan Sobel Art Director: Kate DeLongpre Head Producer: Colin Pearsall Producer: Austin Shore Production Company: Tool Director: Alec Helms Post Production: Fluid Audio: Music and Strategy