The Challenge

More light, more possibilities, more freedom -the new mirrorless (full-frame) cameras Nikon Z 7 & Z 6 fulfils all the requirements of professional photographers! The challenge? Nikon is not the first to launch a mirrorless camera and with the market already being controlled by competitors, it would be a challenge for Nikon to build its own reputation for a good mirrorless system.

Furthermore, following competitors like Sony who dominate the mirrorless market, Nikon fans were sceptical of the brand's first mirrorless camera since they've had the F- mount compatibility for their cameras for decades.

We needed to make the Nikon Z 7 intensely popular and well-publicised among the target group of amateur and professional photographers. Our main focus was to present inspiring content, great images and stories.

Research + Insights