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Nikon looks to ‘Capture Tomorrow’ with new spot

R/GA Singapore is behind a new look and global campaign for Nikon.

A wide-ranging brief to refresh Nikon’s longstanding positioning saw the agency deliver ‘Capture Tomorrow’ – a brand platform that communicates a new era of photography to creative identities who, through the moments they capture, shape the way we see the world.

Stephanie Dugas, Global Head of Media and Communications, Nikon Corporation said, “‘Capture Tomorrow’ pivots 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.”

The new platform was created in time to support the launch of Nikon’s most significant new product in over a decade – the Z series mirrorless camera. R/GA Singapore produced the accompanying integrated global campaign in partnership with three noted professional photographers: Chilean documentary photography Tamara Merino, German fashion photographer Jamari Lior, and landscape photographer Weerapong Chaipuck of Thailand.

Three spots showcase the Z series furthering photographers’ ability to tell compelling stories via technological advancements such as new optics that produce images with depth that’s true to the eye, and a dynamic-range powerful enough to tame the fiercest lighting conditions. An extended behind-the-scenes content series shows production of the spots with commentary from the photographers.

All the films were shot using the Nikon Z 7.

“We wanted to showcase the capabilities of the camera authentically, because they speak for themselves,” said R/GA’s VP Executive Creative Director, APAC, Bob Mackintosh. “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.”

The work is the first worldwide integrated campaign for Nikon by R/GA Singapore, who has been working with the company since 2017 and was named global Agency of Record earlier this year.

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