Cameron Fleming is a copywriter and creative director.

Nikon. The moment we live for.

Celebrating the art and craft of photography

In a category too often dominated by megapixels and zoom factors, it was a simple brief: craft a love letter to photography. This campaign is dedicated to the photographers and filmmakers who have always been Nikon’s audience and inspiration. Not only is this Nikon’s moment; it is also theirs.

Copywriter
Cameron Fleming
Art Director
Jorge Bache
Executive Creative Directors
Larry Platt & Tom Sullivan
Agency
McCann New York
Director and Photographer
Matthias Zentner

Print

The print campaign dared to let Nikon’s legendary image quality speak for itself. We included some of the details of the image that photographers are always curious to know.

Copywriter
Cameron Fleming
Art Director
Jorge Bache, Heather Han, and Catherine Abbenda
Executive Creative Directors
Larry Platt & Tom Sullivan
Agency
McCann New York
Photographer
Matthias Zentner
The moment the image in your head appears in the viewfinder.
The moment your perspective shifts to wide angle.
The moment a deep friendship is revealed in shallow focus.
The moment lifelong stories live in a single frame.

NIKKOR

Experienced shooters know a new lens can make as great a difference to your photography as a new camera. This print ad for Nikon’s NIKKOR lenses reveals how new glass can shake up your perspective on the world.

Copywriter
Cameron Fleming
Creative Director/Art Director
Catherine Abbenda
Executive Creative Directors
Larry Platt & Tom Sullivan
Agency
McCann New York
Photographer
Joe McNally
If you want to change the way you see the world, change your lens.
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