A stalwart Toronto camera store is making light of a tough situation, turning to comedy to relaunch its social media presence after an attack by hackers.

Downtown Camera, which has operated at Queen and Church for four decades, shared a hilarious video to relaunch its Instagram account after a data breach last month.

Local photogs noticed the hack in late June, which resulted in the loss of Downtown Camera's original Instagram account, washing away years of posts and followers.

In the relaunch post shared last week, Downtown Camera confirmed the hack, writing, "Pretty self explanatory, but yes… during the last week of June we were locked out of our Instagram. By the following day all of our content, posts and followers were gone, and we could no longer use 'DowntownCamera' as an official title for our page."

The post continued, "We grieved, we punched a wall, and now it's time to rebuild."

Despite losing years of account progress, Downtown Camera announced that it would resume its regular posting schedule, saying the new account will "be restarting our 'Artists of Downtown Camera' and 'Tuesday Useday' posts immediately."

"We cannot thank you enough for sticking with us when things went radio silent. All of our wonderful followers and customers kept our flame alive after someone tried to snuff it out."

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A post shared by Downtown Camera (@downtowncameraltd)

The hilarious video touches on the staff's pain over the situation (who doesn't love a good bucket of tears gag?) and pokes fun at the sloppy security measures that may or may not have led to this hack.

The post was met with an outpouring of support from customers.

"I've had the same happen to me," wrote one commenter.

"Sucks hard, but keep doing what you do! Downtown Camera was a huge pillar to me when I was just learning how to work a camera. Wouldn't be here without you guys!"