This film for Nikon was devised pre the Corona pandemic around a central story of ‘expand your playground.’ When the world locked-down we pivoted quickly as our playgrounds became suddenly limited, more intimate and closer to home. I needed now to demonstrate how these incredible photo cameras could inspire the user to find the magic in their new normal. We got buy-in from the client for me to direct a crew in Japan, US, Germany, and many more places around the world via satellite from my London home.
We recruited several of the world’s leading photographers as talent for this global campaign who seized the opportunity to collaborate and create in this time of isolation. Ultimately this film became the anthemic call to action that Nikon wanted and was used globally on all digital channels.
Agency: K&L Tokyo in collaboration with Friendship Antwerp
Production company: Friendship
Post production: Electric Theatre Collective, London & Flow, Antwerp