Nikon z9 launch - Before the shot
The Challenge
Nikon is very much known as an imaging brand, and have struggled to capture the videography market in recent years. Our task was to develop an overarching creative campaign idea for a content campaign for the Nikon Z79 camera running in the key Nikon Asia markets: India, Australia, Singapore, Thailand, Hong Kong and Middle East.
Our solution needed to resolve how to stitch together content from 6 different creators in 6 different markets, shooting different content subjects (from weddings to sport) into one cohesive and compelling film. As well as this, each individual creators’ film must work independently and standalone in each market.
The Insight
Late nights, extreme situations and braving the elements- these are all part and parcel of filmmaking and photography. But the inspiring stories behind the lens often go unseen.
The Idea
BEFORE THE SHOT: In this spot, we wanted to dramatise the lengths our creators go to using a reverse technique. Our film starts on their final result; epic scenes shot by our creators, played out entirely in reverse and weave in quick flashes of our creators in the action - going to extreme lengths to get the shot. These were unexpected, challenging, and humorous moments behind the lens.
The Role I Played
This project was a pitch that came into Wunderman Thompson, in which I led from a creative point of view, and as a team - we won. I then saw the creative and social strategy from beginning to roll-out with the amazing team of Annie House as Social & Content Strategist and the creative team of Laura Fairclough and Jonti Groth. I also drove the influencer briefing along with the team, and subsequent content creator pieces individually and as a whole.