The power of print, Stephen Wilkes, Amy Toensing - Epson | Clapboard Ad Archive

Epson’s 2016 campaign The Power of Print, crafted in partnership with M&C Saatchi, stands as a targeted affirmation of the brand’s longstanding commitment to the preservation and elevation of photographic artistry within the electronics market category. Conceived as an extension of the Print Your Legacy initiative, the campaign foregrounds respected photographers Stephen Wilkes and Amy Toensing, whose on-camera testimonials anchor the narrative in personal authority and creative credibility. Rooted in what Clapboard’s taxonomy classifies as FORMAT#7—Presenter Testimonial, the work leverages the direct, experience-driven advocacy of these industry voices to both inspire and reassure an audience that prizes authenticity and tangible outcomes. Rather than relying on conceptual flourish or overt technical demonstration, Wilkes and Toensing articulate—in precise, resonant terms—the irreplaceable value of print media in securing the photographer’s legacy, challenging the prevailing assumption that digital alone is sufficient for the full transmission of story, emotion, and artistry. The campaign’s strategic choice to operate mainly in digital channels reflects a clear understanding of contemporary consumption habits, yet positions print not as a nostalgic artifact but as a vital extension of the modern creative’s toolkit, capable of transforming intangible pixels into enduring works that carry genuine emotional weight. By enlisting notable practitioners to discuss their processes and motivations, Epson and M&C Saatchi not only differentiate from competitors like Canon and HP—who often foreground technical innovation or enterprise integration—but assert a unique positioning at the intersection of creativity and technology, where the act of printing serves as a means of authorship and permanence. This integrated approach reinforces Epson’s relevance amid a crowded field, directly connecting the product experience to creative ambition and storytelling without the filter of overt salesmanship or abstraction. The campaign earns 63/100 in Clapboard’s global creative archive. At a moment when storytelling platforms multiply and digital content cycles intensify, The Power of Print signals to the industry that creative influence endures most meaningfully when vision is made physical, especially when advocated by those whose reputations are built on lasting imagery.