Immersive Experience
Nikon
Copywriters: Tyler Bayless, Juan Cotté Mena
Art Directors: Tim Goetze, Paula Roxo
This campaign is an award winner!
2025 American Advertising Awards ADDY | 3X Gold
2025 American Advertising Awards ADDY | Judges Choice
A picture is worth a thousand words, but how many words does it take to tell the truth?
Far more, but a thousand is a good start.
Nikon’s “In Focus” campaign aims to capture this truth by distributing 100 of their cameras across conflict zones worldwide. Locals are empowered to tell their stories firsthand, free from potential censorship and the fog of war.
Using upscaling and projection mapping technology alongside VR, the experience gives visitors a raw, authentic, and immersive look into the lives of ordinary people living in these areas, past the filters of traditional reporting.
The Cameras
Nick Ut has spent fifty years photographing with a Nikon camera. So, who better to spearhead this initiative than the one who taught us what a picture is truly worth?
For this project, Nikon has proudly partnered with Nick Ut and his students, not just as spokespeople, but as active participants, traveling with the cameras and sharing their expertise firsthand.
Nick Ut’s 1972 photograph, Napalm Girl, uncovered an ugly and essential truth about the United States’ involvement in the Vietnam War. Captured in the aftermath of a napalm strike, the image opened our eyes to the terror of war—not just for American soldiers but for the Vietnamese civilians caught in the crossfire.
Photography has the power to shape how we see the world. And behind some of the most defining images in history? A Nikon camera.
Thanks to the durability of Nikon cameras, they’ve been taken to many war zones over the years and even beyond our planet, used on NASA’s Apollo program.
The Experience
What makes a Nikon photograph?
Our In Focus installation revolves around a visceral live experience where visitors will be immersed in the lives on display, as captured by the cameras Nikon has distributed across the world.
Using the latest in upscaling and projection mapping technology, and pushed even further with the use of VR, our visitors will be able to immerse themselves in the images taken by our photographers, exploring the world of the photos in the context in which they were taken.
Because what makes a Nikon photo is the people behind the camera.
The Stories
Adding another personal element to the experience is our audio component. Every photograph featured will be accompanied by a narrative in the photographer’s own words, of the society, the day, and even the moment of the photo that was taken.