Nikon unveils global campaign which aims to 'Capture Tomorrow'

Nikon has created a global campaign, called "Capture Tomorrow" in line with Nikon's new product, the Z series. Agency R/GA Singapore, which was appointed last year as Nikon's global digital agency, partnered with Chilean documentary photography Tamara Merino, German fashion photographer Jamari Lior, and landscape photographer Weerapong Chaipuck of Thailand. Marketing has reached out for additional information.

Shot with the new Z series mirrorless camera, three spots will be showcased online. A separate video will also be released, featuring the photographers' commentary as well as behind-the-scenes content series on the production of the spots. Watch the spot here:

Stephanie Dugas, global head of media and communications, Nikon Corporation said that the campaign “Capture Tomorrow" looks to pivot Nikon towards a "future-oriented outlook". "It focuses on the brand’s energy in driving excellence and reshaping the future of photography to explore limitless possibilities," she added.

“We wanted to showcase the capabilities of the camera authentically, because they speak for themselves. The most powerful way to do that was to use the product itself to document how real photographers tackle real problems. It makes the advancements of the Z series immediately tangible for professional and amateur users alike," R/GA’s VP executive creative director, APAC, Bob Mackintosh said.