Nikon D850

Nikon's largest global launch campaign.


The Delly Carr documentary was shortlisted for Long Form Cinematography in the Ciclope International Festival of Craft 2018.

Agency: Jung von Matt
Published: 2018
My role: Concept & Art Direction

Focus on storytelling

For the Nikon's largest global launch campaign we challenged four of Nikon's top ambassadors to be the first to use the D850 to take the shot of their lifetime.

4 long format storytelling documentaries (4 to 5 minutes) have been created, these are supported by multiple TVCs, key visuals, print, and social content for each photographer, for global distribution.


Challenges: The global campaign needed to be distributed across several markets, and be adapted to different media channels. The promotion of a new product needed to reach a specific target group. The “power of light” theme had to be included in the campaign.

Contribution: I was involved in the concept and the ideation of the digital and offline campaign. I provided art direction for the photo and video shoot. I communicated with the ambassador and the representative client. I supervised the post-production and preparation of the final assets.

Campaign trailer

Shooting & preparation

We followed each photographer around the world in pursuit of their dream shot – capturing the determination, passion and hard work that lies behind great photography. The resulting documentaries shot entirely on the D850 by award-winning documentarian Mark Bone, take viewers from the heart of Africa to the historical splendour of Budapest, to ancient Sicily, to the grit of urban Athens.


Joe McNally

Tvc (30 sec)

Documentary (4 min)

Rosita Lipari

Tvc (30 sec)

Documentary (4 min)

Delly Carr


Documentary (4 min)


David Yarrow

Tvc (30 sec)


Audi TT Brochure HackActivation experience

MINI ElectricIntegrated campaign

Nikon MirrorlessCross platform global campaign

MINI ClubmanIntegrated campaign

Babylon BerlinCross platform campaign

Nikon D850Global launch campaing

Audi A3 CabrioletActivation experience

Adidas Special SportsDigital campaign

Condor Home PlaneActivation experience

AMG Performance WearCross platform launch campaign

Audi S1Digital campaign

Diego Margini © 2020