Canon U.S.A. Inc., a leader in digital imaging, announced today that Bryce Dallas Howard, one of Hollywood's most versatile and dynamic young talents both on screen and behind the camera, has been invited by Canon and her father Ron Howard to direct his latest film endeavor, Project Imagin8ion. The initiative is the first user-generated photo contest to serve as the foundation for a Hollywood short film, which now boasts the A-list team of Bryce Dallas Howard directing and Ron Howard executive producing, in partnership with Francesca Silvestri and Kevin Chinoy of Freestyle, a full-service development and production company.
Launched on May 22nd, Project Imagin8ion encourages photographers of all levels to submit photos based on a series of movie themes: Setting, Time, Character, Mood, Relationship, Goal, Obstacle and the Unknown. The contest pulled in over 8,500 photo submissions on the first day alone and aims to foster dialogue between Canon and a community of photography enthusiasts, inspiring everyone to achieve new levels of creativity. Consumers can visit YouTube.com/Imagination to submit photos through June 14th and to vote on the semi-finalists through June 23rd. Throughout the promotion, Ron Howard, Bryce Dallas Howard and Freestyle, with the help of Canon experts and the Project Imagin8ion community, will narrow down the submissions and ultimately select eight winning photos - one from each movie theme category - to become the basis and inspiration for a short film shot with Canon EOS DSLR cameras and lenses.
"It is an honor for me to take part in Canon's Project Imagin8ion, partnering with a brand that is empowering young filmmakers and is at the forefront of technology," said Bryce Dallas Howard. "It's an absolutely inspired concept and I'm over the moon to not only direct this film but to work with my father, a true mentor and my personal hero. My hope is that this film will honor the creativity, passion, and artistic integrity that so many people have put into their photographs."
"I think Bryce is a great choice to helm this film," said Ron Howard. "She is artistic, compassionate, curious, and loves to think outside the box. There is nothing formulaic about her approach to filmmaking and I believe that she is the perfect director for Canon's creative experiment, given how original it is and how she is part of this digital generation. Bryce has the experience and wherewithal to create a memorable film."
Script development will not begin until all eight photos are chosen, fostering a new approach to storytelling and filmmaking for the team. Production will take place during the summer and fall, a busy time for the actress/producer who will star on screen this August as "Hilly" in Tate Taylor's film adaptation of Kathryn Stockett's The Help, and as "Rachael" opposite Seth Rogen and Joseph Gordon-Levitt in the September release of 50/50. Also in September of this year, Howard's producerial debut Restless, a film directed by Gus Van Sant will be released. The Project Imagin8ion short film will premiere later this year in New York City, with the contest winners in town for a red carpet event where they will have the opportunity to meet the famous father-daughter pair. Project Imagin8ion will mark the second time Bryce Dalls Howard has worked with Freestyle, the first being the Reel Moments short film program with Glamour magazine.
Grey New York and Alliance, the entertainment and lifestyle marketing division of Grey, are responsible for the campaign and talent negotiations.