The Canon EMEA Ambassador Programme: how it works

The Canon EMEA Ambassador Programme is a pioneering initiative that brings together some of the world's best photographers and videographers from across Europe, the Middle East and Africa (EMEA) to collaborate with Canon and share its passion for visual storytelling.

First launched in 2008, the Canon EMEA Ambassador Programme represents and supports current and future generations of photographers and filmmakers. In 2026, a raft of new Ambassadors joins the ranks of specially selected image makers who spearhead change.

“Canon Ambassadors represent some of the most talented and influential photographers and filmmakers across the EMEA region, spanning a rich diversity of genres, perspectives and creative disciplines,” says Ingrid Masachs, ITCG Marketing Director at Canon EMEA.

“Through this unique programme, we bring together a community of visual storytellers who not only inspire through their work but also help educate, mentor and elevate the next generation of creators, while shaping the future of imaging alongside Canon,” she continues.

Today’s photographers and filmmakers face a range of challenges, including aspects of new technology and increasing demands to diversify their output and create a broad range of content. “It is clear that photographers need to be able to do many things to attract attention in a highly hybrid media landscape,” says Sigrid Nygaard, Photo Editor at Danish national newspaper Daily Information and a member of the 2026 Ambassador Programme selection panel.

“The biggest challenge we face across all genres is without doubt AI. It is a threat to the credibility of photojournalism, for example, but I believe we photojournalists are more important now than ever before. There is a need for people who have been there, witnessed events as they unfolded, and can act as our witnesses. That is something AI can never provide,” she expresses.

The mix of challenge and opportunity caused by the rapid evolution of technology and society is something the Canon EMEA Ambassador Programme seeks to address by making connections between Canon and the photographic community.

“The programme helps Ambassadors by giving them increased visibility and exposure,” continues Sigrid, “providing opportunities for expanding networks of potential clients as well as collaborations and jobs, and, not least, being associated with professionalism.”

Fellow panellist Camilla Baier, Film Programmer at the DocsBarcelona film festival, says the Ambassador Programme also brings other benefits, such as helping to support and encourage women in the photography and filmmaking industry.

“This creates a sense of visibility and possibility; seeing a range of voices and practices represented can be incredibly affirming, especially for those entering the industry,” she explains.

The current list of Canon EMEA Ambassadors can be found on the Ambassador Programme Hub, where you can discover more about these photographers and filmmakers through in-depth profiles.

The Programme, which has always consisted of leading photographers and filmmakers, enables Ambassadors to share their passion and technical expertise with fellow professionals, as well as non-professional enthusiasts who want to develop their skills.

Ambassadors can be seen at various Canon workshops, seminars and industry events throughout the year, across EMEA. They also advise Canon on product development and pre-test new cameras and lenses in professional environments to ensure the equipment meets the needs of all Canon's customers.

The process by which new Canon Ambassadors are chosen is long and thorough. It begins at a regional level, with photographers and filmmakers around the EMEA region being proposed by their local Canon office - usually the Canon office in the country they live in. This initial list is then reviewed by an independent admissions panel.

“The nomination process starts within our regional Canon organisations, where teams identify photographers and filmmakers whose work, influence and values reflect the spirit of the Ambassador Programme,” explains Ingrid. “We then work closely with those teams and our independent selection panel to ensure every candidate is assessed not only on the quality and impact of their work, but also on their ability to inspire others, embrace innovation and contribute positively to the wider imaging community.”

In the following stage, the selection panel, which consists of independent experts representing a wide range of styles and genres, analyses each shortlisted portfolio against a range of professional and creative considerations. Those criteria include aiming for a diverse representation across gender, age, race and geographical location.

Above all, the panel looks for outstanding, impactful work and a distinctive creative voice. It also considers how candidates contribute to the breadth of the Ambassador community, their ability to engage with evolving imaging technologies and visual storytelling approaches, and whether their creative practice reflects Canon's end-to-end philosophy from capture to print. Following detailed discussions on the merits of each candidate, the panellists put forward a list of photographers and filmmakers they believe are eligible. The new Ambassadors are chosen from that list.

Lucy Conticello, chair of the selection panel and Director of Photography for M, Le Monde’s weekend magazine, says panellists looked for a blend of professional and personal qualities and attributes in the candidates. “For all the judges, the most important aspect was the strength of the work - whether it was truly impactful and stood out,” she says.

“The judges also carefully considered the photographers’ approach to their subject-matter, particularly how people were depicted and framed. It was clear that a collaboration with Canon was only possible with strong alignment on shared values: respect for subjects, especially in vulnerable situations; avoidance of stereotyping; careful depiction of minors; and sensitivity around nudity and sexualisation.

“We looked for image-makers who embody Canon’s ‘Created Different’ spirit – those who are ambitious to push boundaries and innovate. These people, when paired with Canon and its products, have the ability to create something ground-breaking and original,” continues Lucy.

Being tech-savvy was another crucial Ambassador attribute. “A solid understanding of imaging technology was also taken into account, along with their ability to communicate and inspire their audience,” says Lucy. “Finally, it was important that shortlisted documentary photographers represent the communities they document.”

Ingrid adds, “Essentially, the ideal candidates are people whose inspirational work shows a strong personal visual signature and coherent stylistic identity, as well as pushing technical and creative boundaries in new directions. They are also people who can talk with authority about the industry, Canon products and their specialist areas through workshops or education.”

As supervisor of the 2026 selection panel, Lucy has valuable advice to offer for anyone wanting to become a Canon Ambassador in the future.

“You should work on developing a strong personal voice,” she says. “Make sure you can express a unique point of view. You should also learn to carefully edit your work - less is more. Avoid submitting photographs that are only slight variations of the same subject and refine your sequence, so it clearly demonstrates to the judges that you are telling a fully-developed visual story. Keep in mind that your work is being reviewed by photo editors and assigning editors from major international media outlets, so your selection and sequencing need to be exceptional.”

She says it’s also important to build a relationship with your local Canon office or the professionals from which you source your gear. “These are the people you will maintain long-term connections with, and they are often the ones who may encourage or invite you to submit your work for the Canon Ambassadorship, where it will ultimately be seen by the judges.

“You should also be prepared to speak publicly about your work, both from a conceptual and artistic perspective, as well as in terms of technical aspects, including the cameras, lenses, and printers you use,” Lucy continues. “A social media presence can also be beneficial. It signals to the judges that you already have an audience - a community engaged with your work.”

Ultimately, however, she says the most important thing for aspiring Ambassadors to focus on is the work itself. “Regardless of each jury member’s specific expertise, whether in wedding photography, sports, fashion, or videography, they were all largely aligned in what they considered to be outstanding. Great work speaks for itself and stands out.”

Lucy Conticello (Panel Supervisor/Chair Member): Director of Photography at M, the weekend magazine for Le Monde and Jury member of the LensCulture Portrait Award.

Camilla Baier: Film Programmer at DocsBarcelona and co-founder of Invisible Women, an organisation that champions feminist perspectives in film.

Karim Bartoletti: multi-award-winning producer and Managing Executive Producer at Milan-based independent production company Indiana Production.

Thomas Borberg: former photo editor-in-chief of Politiken with over 15 years’ experience of teaching photojournalism and mentoring emerging talent.

Ankita Chandra: editor, creative producer and photographer who has worked across fashion, lifestyle and luxury media for over 15 years

Vincent Jolly: Senior Reporter at Le Figaro Magazine and Digital Chief Editor at Visa pour l'Image International Festival of Photojournalism, Perpignan, France.

Naima Mancini: Journalist at Italian daily La Gazzetta dello Sport and Picture Editor at SportWeek magazine.

Elisa Medde: Director at Fundació Foto Colectania, former Editor-in-Chief of Foam magazine and international lecturer and juror for leading photography awards.

Andy Mundy-Castle: RTS and BAFTA-winning producer and Company Director of independent film & television production company DocHearts.

Nestan Nijaradze: Artistic Director and Co-Founder of the Tbilisi Photo Festival and the Tbilisi Photography and Multimedia Museum.

Paul Ninson: Founder & Executive Director at the Dikan Center in Accra, Ghana, and Chief Curator at the Dikan Gallery and Ahenfie Museum.

Sigrid Nygaard: Photo Editor at Danish national newspaper Dagbladet Information and has served as a jury member for several major national awards.

Sara Ocón: photo editor with over 20 years’ experience working for major Spanish magazines and websites, including Vanity Fair and Vogue.

Joanna Ruck: Deputy Head of Photography at The Guardian.

Elenora Tucci: Editor-in-Chief at Weddings and Honeymoons Media.

Leon Yearwood: Picture Editor at Sky Sports and jury member at the AOP Awards, the World Sports Photography Awards and others.