R/GA Singapore creates global campaign for Nikon

Digital specialist agency R/GA Singapore has created ‘Capture Tomorrow’, a global campaign for Nikon. The campaign has launched internationally to coincide with the arrival of Nikon’s Z-series mirrorless camera on the market.

To develop the digital and print campaign, R/GA partnered with Chilean documentary photographer Tamara Merino, German fashion photographer Jamari Lior and Thai landscape photographer Weerapong Chaipuck.

Nikon’s global head of media and communications Stephanie Dugas said: “‘Capture Tomorrow’ pivots Nikon towards a future-oriented outlook. It focuses on the brand’s energy in driving excellence and reshaping the future of photography to explore limitless possibilities.”

R/GA Singapore had been working with Nikon since 2017, before being assigned the global agency of record mandate earlier this year.

R/GA’s Asia-Pacific vice-president and executive creative director Bob Mackintosh said: “We wanted to showcase the capabilities of the camera authentically, because they speak for themselves.

“The most powerful way to do that was to use the product itself to document how real photographers tackle real problems. It makes the advancements of the Z series immediately tangible for professional and amateur users alike.”


VP and executive creative director APAC: Bob Mackintosh

Managing director: Dorothy Peng

Creative director: Cyril Louis

Associate creative director – visual design: Sylvester Poh

Associate creative director – copy: Adam Yeo

Visual designer: Jeremy Lin

Copywriter: Aiktiao Tay

Senior account director: Lynette Chua

Account director: Methavee Tontaveetong

Senior producer: Marianne Whitman

Senior producer: Sebastien Py

Senior content producer: Helene Garcia

Group production director: Tris Chung

Group strategy director: Joshua Kwah

Senior strategist: Roana Brito

Senior strategist: Gaurav Gursahani


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