A Lens on the World - an impact-led production by WaterBear Network and Nikon

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WaterBear Network has partnered with camera brand Nikon and together are leading the charge worldwide to encourage direct action, education and impact in the areas that matter most to our planet and people

Cementing our collaboration, we embarked on a journey to explore a new way of branded storytelling, that is not about bright lights and big cities, but inclusivity and diverse voices.

The Film

“A Lens on the World” is a short documentary made possible by our founding partner Nikon following Kiliii Yuyan, an award-winning photographer of both Nanai/Hèzhé (East Asian Indigenous) and Chinese-American ancestry based in Seattle, Washington, as he investigates the detrimental impact of the huge decline in Chinook salmon numbers on both the local indigenous communities and on the Southern Resident orca populations in the region.

This documentary dives deep into a relevant subject with a story that can create an emotional connection with our audiences and drive positive impact in an area entwined with Nikon’s corporate identity and values. “A Lens on the World” not only uncovers the knowledge, dedication and passion it takes to be an environmental photographer, it also highlights why incredible imagery plays an important role in solving the issues the world faces.

“Reaffirming our belief, like WaterBear’s, in the power of storytelling to drive change, this film showcases a powerful way of illuminating the importance of narrative through photography. Told through the talent of our Nikon photographers using Nikon cameras, the film draws attention to the huge decline in Chinook salmon populations in a way that we believe will connect people to this significant story like never before.”

~Julian Harvie, Head Marketing at Nikon Europe

Sparking Impact

The film was created to educate viewers that changes in species population are felt most acutely by indigenous communities, and shine a spotlight on the spiritual impact of climate change. The indigenous communities at the heart of the documentary have close ties with orcas as part of their ancestry and feared that falling salmon numbers could ravage the orca population and result in a ‘spiritual death’ of their people.

By directing viewers on the platform towards resources and active petitions through the interactivity on WaterBear, Nikon is sparking awareness and impact in its community. Through the lens of a beautifully told story and via multiple external screenings of the film, the film encourages in person conversations between individuals from different countries and communities about issues we rarely hear about, let alone discuss. Change rarely happens overnight, but by being a voice for these crucially important stories, the film helps to change the narrative around environmental issues and spread the message that these are things we should care about and take action to protect.

Results

#1 overall piece of content on WaterBear since it launched

Several impact screenings at COP26

15k views in under a month on YouTube

Trailer Reach 13k on instagram

The film led to a significant increase in awareness of NGO partners involved (One Tree Planted & Restoring Orca Habitat with Reforestation in the Pacific Northwest)

Sustainability at the heart of everything we do

WaterBear follows an impact-led approach across our storytelling and creative output that harnesses the power of the wider WaterBear ecosystem and drives the world to take action to protect the planet. Protecting the planet is central to how we produce as well and therefore this film recently gained Albert Certification for low carbon footprint in production. The Certification itself is an industry recognised award that acknowledges a production team's efforts and success in achieving this i.e hiring local crew to avoid long-haul flights, using green energy, minimising landfill where possible.

Looking into 2022 we have a lot more planned together with Nikon and several major stories to tell and to share with the world -- Watch this space!