IT'S ALL IN THE PHOTO (JOURNALIST)

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Ammirati & Puris,

New York

Nikon

Ralph Ammirati, Creative Director

Bill Schwab, Art Director

Tony Gomes, Copywriter

James Nachtwey, Photographer

David Turnley, Photographer

In positioning the Nikon F4 as the camera of choice of the world's greatest photographers, Ammirati & Puris ads illustrate how Nikon cameras take "the world's greatest pictures."

The campaign shows how photojournalists take the world to harrowing but memorable scenes, such as tanks rolling down Moscow streets or villagers digging graves in South Africa.

Ammirati-which has since parted ways with the client-selected the photographs for ads after hours of discussions with photojournalists.

"Photographers see things that we can only imagine," says Bill Schwab, art director. Great photojournalists "proved the Nikon F4 is a tool that translates powerful emotions to paper."

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