Category
Art Direction/Advertising Campaign
Year
2024
Software Used
Creative Team
Riddhi Panchal : Art Director
Karla Eliarda : Graphic Designer
Problem Statement:
With the rise of AI, smartphone photography, and reliance on editing tools, the depth and vision that professional photographers bring to their craft is under-appreciated. There is a common misconception that having the best camera and editing skills alone can create an aesthetic picture, neglecting the pivotal role of the photographer’s observation, patience, storytelling and creative vision.
Creative Strategy
Professional photographers are not just skilled technicians but storytellers who find magic in the mundane. Collaborating with professional photographers, NIKON will release a series of videos/podcasts of artists speaking about their #BeforeTheShutterClicks stories, emphasizing on their keen observation, patience, and creative vision that precedes every click of the shutter. The campaign emphasizes that a picture is conceived in the photographer’s mind before it is captured. Photographers see potential shots in their environment, carefully framing and envisioning them. The camera then becomes the tool to bring this vision to life, giving it a physical form.
Thank you.