CANON Middle East, the leader in imaging solutions, announced Tuesday a partnership with the multi-award-winning Egyptian artist, producer and director, Khaled Abol Naga, naming him as a Canon ambassador for the region. The initiative further reinforces Canon Middle East's "closer to customers" strategy as it helps strengthen long-term relationships with filmmakers while exercising its corporate social responsibility with the aim of becoming a truly excellent global corporation. The partnership is also in line with Canon Middle East's business strategy of diversification into new business domains such as professional cinematography and to focus on pro-video business in the region. As a Canon Middle East ambassador, Abol Naga will continue to use Canon digital equipment including the Cinema EOS range for his future films. The technology pioneered by Canon has changed the motion picture industry by making it possible to shoot full HD video even on a tight budget. Canon's cameras have also contributed to greater mobility for filmmakers as the low-light capabilities in the cameras mean that less power and lighting are required. Anurag Agrawal, Canon Middle East Managing Director, said: “Khaled is a highly accomplished artist who works successfully across media and genres, from TV to movies, and from fiction to documentaries. Canon and Khaled share a passion for using digital technology to unlock a new world of opportunities for aspiring filmmakers and the partnership is a reflection of our aligned values and commitment to the industry. We believe this partnership will be a catalyst for a new burst of creative content to emerge from the region's independent filmmaking industry.” Under the partnership, Canon Middle East will support independent filmmakers through Khaled's initiative, I-Team-Cairo, “the Independent Talents of Egypt and Arab world Model,” which focuses on talented filmmakers in the region and provides them with the right training and equipment to pursue their dreams. There will also be a series of educational workshops with Abol Naga to share his expertise and insights about filmmaking techniques and demonstrate the use of Canon technology. — SG
