I think this campaign is brilliant in acting as a megaphone for a hardcore consumer insight, which is mainly this: When you are working hard to bring your vision to life, you get totally immersed in the moment. You become so focused that everything else around you fades from vision. And you will stop at nothing to get that perfect shot ... whether it involves climbing a wall, balancing yourself at a precarious angle, or even risking life and limb.
Nothing stands in the way of a perfect shot.
Brilliant consumer insights are often the most obvious of insights. Nikon merely acknowledges what any great photographer already knows ... that it's easy to lose yourself in your photography.
Attention-getting. Intriguing. Memorizing.
Well done Nikon.
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