Forget about being in fashion. Canon’s PowerShot 5200 Digital Elph camera is fashion, according to an esti mated $15 million campaign by DCA Advertising for the brand.

The effort, which broke recently, comprises TV and print. One spot, running on national cable and broadcast channels, shows a woman trying on outfits in an effort to find something that goes with her camera. Eventually, she uses the device to photograph the different ensembles and picks one that way.

“The concept is that it’s a very stylish camera, and it’s also simple to use,” said Ron Rosen, executive creative director at New York-based DCA.

The campaign introduces the tagline, “Digital that inspires,” which replaces DCA’s previous tagline, “Are you digital yet?”

“We feel like a lot of people at this point are starting to become digital, so it’s time we got to the next stage of what digital actually does for you,” Rosen said of the tagline shift.

Two accompanying print ads—one of which shows a Digital Elph hanging from a clothes hanger—are running in photography, fashion and news magazines.