Nikon and The Telegraph create ‘The Moment’
A revolutionary partnership between Nikon and The Telegraph creates one amazing photograph.| October 9th, 2015
Using an entry level Nikon DSLR camera, Nikon and The Telegraph’s partnership focused on the production of one amazing photograph, without any filters or post-production trickery. We wanted to create a modern twist on Salvador Dail’s classic ‘Dalí Atomicus’ and so ‘The Moment’ was born. ‘The Moment’ is a stunning image captured on the Nikon DSLR, involving an amalgamation of ballet dancers, roses, liquid nitrogen, a rifle and a significant amount of health and safety!
Nikon have already established their authority in photography through the ‘I Am Different’ campaign but wanted to build on this with content to inspire loyal smartphone photographers to buy their first DSLR with Nikon. Together, MediaCom Beyond Advertising have created a daring campaign which has honed in on the insight that people have an inherent curiosity to understand how something that appears impossible.
The campaign launched a week last Friday with online and offline teasers, using elements of ‘The Moment’, including slow motion films and behind the scenes footage, without revealing the final image. On Saturday 3rd, ‘The Moment’ was revealed on a coverwrap of Telegraph Magazine, and across all Telegraph platforms, supported by multiple edits of a ‘How We Did It’ film, viewable at www.telegraph.co.uk/nikon where visitors are also given the opportunity to win a new Nikon camera by entering the prize draw.