NIKON MOVES TO THE HEART OF THE IMAGE WITH NEW ADVERTISING CAMPAIGN

15/03/10

New Nikon ‘I AM’ advertising campaign shot in HD video on Nikon D3S

Nikon today launches a new advertising campaign throughout Europe, which highlights the brand’s rich heritage of professionalism and innovation, along with its appreciation of the fun and emotional rewards of capturing special moments. The new ‘I AM Nikon’ campaign incorporates television, print and digital media and positions Nikon ‘at the heart of the image’ and the creative photography process.

The TV spots, which premieres in the UK over the Easter weekend from 2nd – 5th April 2010 on ITV, Channel Four and Channel Five, were shot on location in Egypt, Germany and Spain over nine days by Ralf Schmerberg. Of the 2000GB of material captured, most was filmed using Nikon’s D3S, the world’s first movie-enabled FX format camera with 720p HD Movie, including frame grab capability.

Ralf Schmerberg said: “We were shooting in some pretty tough and varied conditions so it was important to have a tough, extreme performance camera. We were able to exploit the D3S’ ability to provide low noise performance in very low light conditions (without using flash) and got some incredible images.”

Ralf continued: “Shooting this campaign was a great challenge. The D3S provided quality images and movies across a range of locations, including a desert, a wedding, a nightclub and the Pyramids in Egypt. What really inspired me was the way in which we were able to switch from capturing still images to recording HD movies, depending on the situation. The fact that we could shoot high quality movies on a normal DSLR sized piece of kit was also extremely useful as negated the need for lots of equipment and tripods. This proved particularly useful for one shoot we did at a street market in Cairo as it meant we were able to shoot relatively anonymously and naturally without drawing huge crowds and the change in dynamic that can bring.”

Vincent Munier, the French wildlife photographer more commonly seen behind a camera, makes an appearance in the campaign. Of his participation in the project, he said:

“It was a wonderful experience shooting in the desert in Egypt, particularly as I am more used to working in arctic conditions, in the snow. Being surrounded by the white desert sand was a completely new environment for me to test the new Nikon D3S in extremely challenging light conditions. For me to be in front of the camera instead of behind it was also a new experience.”

The print advertising campaign was shot by Sven Jacobsen on location in South Africa using Nikon D3X camera, with NIKKOR 35mm, 85mm and 28-70mm zoom lenses.

The Nikon D3S enables professionals to take control of the unpredictable and extends the possibilities for action photographers everywhere. Built upon the widely acclaimed Nikon D3, the D3S advances low light photography to another level and sets in motion new creative options for multi-media movie shooting. The D3S features a completely re-designed 12.1 effective megapixel image sensor, whilst the seven stop ISO range of 200 – 12,800 enables image and movie capture in extremely low ambient light conditions, with minimal processing to reduce sharpness and detail, which is essential for today’s news and sports photographers.

Look out for the campaign, which will run throughout Europe across television, cinema, print and digital media. For more information, go to www.iamnikon.co.uk

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