Nikon was under heavy competition from Cannon in both the consumer and professional market place. Sales were taking a hit by the less expensive Japanese industry leader. This provided an opportunity to create an advertising campaign for the cameras that have been responsible for some of the most provocative photographs ever taken.
We hired the World's most provoactive photographers to take the World's most provoactive photographs. A selection process started with some parameters. All photos must be composed in-camera, be creative and show the product. Meaning photographers could not assemble photos as their final product.
I spent weeks traveling to and from Melville, N.Y. securing the clients trust and the $16.9 million measured media. The reward? A strong sales spike in both the consumer and professional market. We celebrated both over lobster rolls at their favorite dock side restaurant. "I Am Professional" the interactive component of the World's Great Pictures continues. Tripp Westbrook was the writer and partner for the campaign.
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