Canon will create the Natural Photographer app that allows users to have more control over their image, and shoot in the closest format to RAW.

With quick tips and visual cues, this app will down what's going on 'under the hood', exposing the 'Casuals' gradually to new photography techniques and ideas.

This app will also demonstrate the usefulness of being able to control individual settings, and will show the limitations of the phone's sensor and cameras.

Golden hour refers to a one-hour time period after sunrise and before sunset that basks the earth in a complimentary, stunning glow.

As this window is different every day, Canon will create a branded virtual smartwatch face that keeps in time with the sunlight. Showing the available daylight for the current day, it also glows gold when golden hour has begun.

Styled to resemble a sundial, it serves as a novel way to tell the time on the wrist, and keeps the thought of taking beautiful photographs in the forefront.

Dotted in various interesting places in select cities, branded #naturalfilter installations that act as smartphone 'tripods', opening up new ideas for angles and concepts to try out.

With an added window containing a UV filter or a polarising filter, the installation will also demonstrate the power of controlling an image before it reaches the camera's sensor.

As an added phone accessory, Canon will offer limited edition transparent Filter Cases that act as a pracitcal polarising or UV filter — keeping the Casuals in that enthusiast mindset every time they turn on their camera.