Digital Transformation

Nikon partners with the Telegraph for campaign about apparently impossible photography

By Jennifer Faull | Deputy Editor

October 3, 2015 | 3 min read

Nikon’s latest campaign comes from the Telegraph’s branded content division Spark and is based on the insight that people have an innate curiosity to understand how something that appears impossible has been created.

Called ‘The Moment’, it focuses on the production of one amazing photograph showing ballet dancers, roses, liquid nitrogen, and a rifle.

The campaign began with online and offline teasers which offered snapshots of ‘The Moment’ image through slow motion films. The final shot was revealed today (3 October) be revealed on a through a cover wrap of Telegraph Magazine and a ‘How We Did It’ film hosted by the Telegraph’s online properties. It that film, it’s revealed that the image was created using nothing more than and entry level Nikon DSLR camera.

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“There is the misconception that great photographic moments require expensive, professional cameras and complex post-processing trickery,” said Jeremy Gilbert, group marketing manager at Nikon UK.

“The team at the Telegraph Media Group (TMG) have demonstrated that with a creative imagination and an entry-level Nikon, customers can be inspired to push their creativity further and still produce fun, different and imaginative imagery.”

Mediacom managed the partnership between The Telegraph, Spark and Nikon.

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