Nikon celebrates the road less travelled

Nikon Asia is encouraging aspiring photographers to immerse themselves in adventure and explore life off the beaten track in the ‘The Road Less Travelled’, a campaign created by J. Walter Thompson Singapore to promote the newly-launched Nikon D7200 DSLR.

The TVC tells the story of a photographer who’s exploring Vietnam, capturing remarkable images of the countryside and people he meets along the way.

“The Road Less Travelled’ resonates with any photographer because it is an authentic and honest reflection of their passion for photography,” Ngai Arh Chun, associate creative director at J. Walter Thompson Singapore, said.

"In fact, the insight of perseverance was born out of actual conversations with Nikon photographers. A photographer’s journey to a dream destination is as important as the final image.”

The film also illustrates the features that make the powerful yet portable D7200, which was launched on March 2, a perfect companion for travellers and explorers.

‘The Road Less Travelled’ began airing online on 10 April, and on Hong Kong TV on 27 April. Print and out-of-home executions were also launched in Hong Kong in the same month.

“Photographers are born to explore. They will travel to foreign lands and go to any lengths to improve and test their photography skills.

"It is with this understanding that the D7200 was created – with enhanced features and capabilities to empower photographers, giving them peace of mind knowing that they can achieve any photo they’ve dreamed of,” said Ono Hiroaki, General Manager, International Marketing Division, Imaging Group, Nikon Singapore.

Creative credits:
Client: Nikon Singapore, International Marketing Division
Agency: J Walter Thompson Singapore
CCO: Valerie Cheng
Associate Creative Director: Ngai Arh Chun
Copywriter: Rebecca Yap
Art Director: Pearlyn Chiam
Head of Account Management: Joseph Chua
Associate Account Director: Missy Tolentino
Account Manager: Jeannette Tan
Strategic Planner: Matt Nolan
Print Producer: Gina Tan
Junior Broadcast Producer: Gaurav Mishra
Production Company: Fresh Films
Film Director: Siraj Jhaveri
Producer: Simon Petter
Photographer: Jesse Estes