In an age of smartphone cameras, Nikon is positioning itself as the go-to brand for wedding photography in a branded content tie-up for The Guardian marking the wedding of Prince Harry and Meghan Markle.
Amsterdam-based agency We Are Pi worked with Nikon on an online documentary, "Four Weddings," about weddings from around the world focusing on brides' wedding days from the U.K., U.S., Romania and India. Hosted on the Guardian website and directed by Matt Houghton from Pulse Films, it was produced by The Guardian's multimedia team and Pi Studios with funding from Nikon through the Guardian's branded content division, Guardian Labs.
The 20-minute film (a teaser is seen here), which aims to take contemporary look at marriage and the different ways global societies treat love, relationships and brides, was shot entirely on the Nikon D850 with a range of Nikkor lenses.
All the wedding stories are unusual and diverse, reflecting the union of Meghan and Harry. One bride has incurable cancer. Another wedding features two women who met in the U.S military in Iraq, but had to keep their relationship a secret. The Romanian couple left their traditional peasant community for Paris, but returned for their wedding, while the Indian couple is an arranged match between a princess and a commoner that turned out to be a love match.
The documentary will form part of a wider wedding-themed campaign for Nikon, which will run across markets including the U.K., Germany, France and the Netherlands and is aimed at differentiating the Japanese brand from other high-end photography names.
As Alex Bennett Grant, founder and CEO of We Are Pi explains, in today's camera marketing, "Dry technical specs and how-to videos don't cut it. Today's photographers are looking for genuine creative inspiration that will set them apart. We set out to demonstrate that Nikon's D850 can transform wedding photography into landmark entertainment, inspiring a new perspective on what's possible."