The client is Canon, a technology company founded in 1937 that manufactures cameras, printers, and other imaging and information technology solutions. Canon has manufacturing facilities worldwide and its goals are to help people push the boundaries of imaging. Canon's core strengths are in optical and imaging technology, and it contributes to advances in areas like astronomy, satellite development, and medical technology. Typically, Canon targets older audiences aged 35+, but it wants to expand its audience to younger people aged 15-25 who take most photos. Previous front covers and advertorials used plain color schemes and imagery that likely appealed more to older audiences rather than engaging younger people.