In July 2024, Munich became the stage for Canon Europe’s latest milestone launch of the highly anticipated EOS R1 and R5 II – with an engaging EMEA press and influencer event where selected international guests immersed themselves in the world of imaging over the course of two days. To celebrate the launch, the new camera models were put to the test in action-packed sports shooting sessions with tutoring from Canon Ambassadors and assistance from Canon product managers.

For the approx. 140 participants staying at the new Marriott City West Munich, we managed the entire logistics—from transfers and hotel bookings to meeting rooms equipped with state-of-the-art technology. On the first day, the official product reveal took place in the impressive ballroom, where the two camera models were presented to the region for the first time. Guests had the opportunity to get to know the cameras and ask questions about their technical features before putting them into practice on the second day.

Spectacular Shooting Scenarios at BMW Park

The highlight of the event took place on the second day: the live shooting sessions at BMW Park. Here, the team from Atlantik Network created exciting backdrops, allowing participants to test the cameras in a variety of challenging scenarios. Whether capturing dynamic shots of basketball players and breakdancers in action, an elegant, dimly lit bar setting, or an outdoor shoot featuring stylish car models—from vintage classics to the cutting-edge BMW E-model—each area offered thrilling opportunities for action-packed and creative photography. During the breakdance performances and intense basketball matches, an incredible number of photos were taken, and participants were thrilled to test the cameras so extensively and experience their quality firsthand. The content that was created on the day resulted in YouTube videos, social media posts and magazine articles.

Our Challenge:

Managing an ambitious lead time of under three months, we had to fulfill specific creative asks in the brief, beyond the base line logistics of transfers and accommodation, such as arranging a breakdance group and sourcing a precisely 30-year-old vintage car, in reference to the heritage of the camera range. Thanks to efficient team coordination and close collaboration with the client’s event and PR teams, we successfully executed all elements seamlessly, ensuring a smooth and unforgettable experience.

Customer feedback:

We teamed up with Atlantik Network to help us organise a global tech launch event in Munich. With our own offices based in the UK, their local knowledge and supplier contacts were invaluable. The entire team we worked with at Atlantik was perfectly fluent in German and English, seamlessly bridging the gap between complex stakeholder meetings with our London team and negotiations with local tradespeople in Munich.

There is simply no way we could’ve achieved the same results ourselves… From the onset, Waltraud’s team were solution-oriented, reassuring and practically minded. Throughout our three-month long planning phase, they were incredibly responsive and resilient, facing every little natural hurdle with a patient smile. The timelines we had set were ambitious for an event of this scale, so it’s even more of a testament to their professionalism and skill that we ended up pulling off a flawless event, flying in guests from all corners of the world and delivering a true end-to-end experience from the moment they were picked up at the airport to the departure three days later.

Above all though, the team spirit at Atlantik is what stood out to me. We felt that we quickly became one team with Waltraud and her colleagues, and we are grateful for the kind and collaborative working environment that was driven by them. It’s always a relief when a big project ends successfully, but at the same time we will miss the collaboration and sharing a laugh in meetings. For our next event, we’d happily return working with Atlantik again!