This online video is part of Nikon’s “I AM Generation Image” integrated campaign from McCann New York. Titled “Stream,” the video–which was directed by Alex Topaller and Dan Shapiro from Aggressive–has a young woman introduce herself as a member of a generation that downloads and creates thousands of images at the blink of an eye. “Our images speak for us,” she affirms, “Our yours saying enough. It’s time to be heard.”
After a succession of striking still images, she identifies herself as “Generation Image,” wielding a Nikon camera.
The concept of “Generation Image” was born from a desire to understand people’s relationships with their images. After extensive research, it became clear that the number of images captured and shared every day is significantly increasing, and that quality is critical to celebrate and purposefully represent the motivations of this new generation of image makers. Across the country, people are using their cameras as a tool to share what is important to them and each have the potential for significant impact. From families or hobbies, personal causes to accomplishments, this new segment of creative individuals enjoys expressing and sharing what they are passionate about through photos and videos. On social media channels, the hashtag #IAMGenerationImage is a rallying cry. It echoes the desire to deliver the best images possible, in order to convey emotions and passions that rise above the noise.
In North America, the campaign begins in the U.S. with an experience site that features content from a select group of extraordinary individuals who document their own passions through imagery. This group of visual storytellers will capture content that will be seen through an immersive experiential website that acts as a portal, offering a glimpse into their fascinating worlds. These individuals are a diverse group of personalities who are not professional photographers; they represent a wide range of stories from entrepreneurs, philanthropists, comedians and more. The online portal will also act as a hub for the campaign, offering followers a chance to become personally invested with the lives of this imaginative group as they share content in real-time. Formal participants in the campaign will share imagery under the hashtag “#IAMGenerationImage” and Nikon will encourage widespread consumer participation through its social channels.
The integrated campaign was created and will be executed by Nikon’s agency partners, McCann Erickson, ID Media, MRM // McCann, Initiative Media and MWW.
