By Taruka Srivastav, Reporter

November 8, 2018 | 2 min read

Nikon has unveiled a new platform called 'Capture Tomorrow' to launch its new products and show itself to be 'future-orientated'.

As part of the global campaign, Nikon has released three spots created by R/GA Singapore. The videos showcase the Z series photographers’ ability to tell compelling stories via technological advancements, such as new optics that produce images with depth and a range to tackle difficult lighting conditions.

The campaign is done in partnership with Chilean documentary photography Tamara Merino, German fashion photographer Jamari Lior, and landscape photographer Weerapong Chaipuck of Thailand. The films were shot using the Nikon Z 7.

R/GA’s vice president executive creative director, APAC, Bob Mackintosh said: “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.”

Stephanie Dugas, global head of media and communications, Nikon 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.”

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