Nikon Z30

When Nikon’s agency, K&L Inc, approached us to produce the global campaign for their new vlogger-focused Z30 camera, our interest was immediately piqued by the creative challenge. The film had to naturally highlight all the flagship features of Nikon’s new camera, while connecting with a global audience of young creatives throughout Asia, Europe, the Middle East, North America, and South America. Not a simple lift for one piece of content.

The challenge defined, we set out to establish six vlogger archetypes through which we could tell our story. These personas gave us the flexibility to portray a diverse set of creative personalities and backgrounds that would touch on our various markets. From there, we built out individual narratives for each character that could stand alone as short content reels but were primarily intended to be woven together into our hero film.

To keep things efficient, production was tackled in two short shoots in Los Angeles and Tokyo, capturing three personas in each city. Next came the magic of assembly. We wove our six narratives together into one cohesive story, blending both the visual and spoken narratives. The result is the film you see above (which was adapted by our post team to work in all the aforementioned markets), an anthem to the inspiration brought forth by the Nikon Z30.

A special thank you to Corey Rich and Josh Marianelli from Novus Select for trusting us with this production and their long-time client, Nikon.