In honor of Meghan and Harry, Nikon partners with The Guardian on a documentary about wedding photography
Brand is positioning itself as the go-to choice for marriage photos
Editor's Pick
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."
Credits
- Date
- May 15, 2018
- Agency :
- We Are Pi
- Brand :
- Nikon
- Editorial Partner :
- The Guardian
- European Manager Marketing Communications :
- Benito Roig
- European PR and Social Media Manager :
- Rob Boella
- European PR :
- Karla Winch
- Chief Strategy Officer :
- Alex Bennett-Grant
- Senior Strategist :
- Chloe Ribas
- Account Director :
- Alanna Southgate
- Managing Director :
- Clare Jones
- Social Strategist :
- Anne-Laure Archambeau
- Campaign Creative :
- Kyle Foreman
- Business Affairs :
- Ravinia Thwaites-Batteau
- Production :
- Pi Studios
- Executive Producer :
- Ravi Amaratunga Hitchcock
- Producer :
- Alice Lewis
- Producer Assistant :
- Francesca Ali Mirza
- Production Manager :
- Kim Buttery
- Executive Producer :
- Charlie Phillips
- Executive Producer :
- Lindsay Poulton
- Co-Production :
- Pulse Films
- Director :
- Matt Houghton
- Director, Photography :
- James Blann
- Producer :
- David French
- Camera Operator 1 :
- Anna MacDonald
- Camera Operator 2 :
- Jess Colquhoun
- 1st Assistant Camera/DIT :
- Nick Baker
- 1st Assistant Camera/DIT :
- Michael Hobdell
- Sound Recordist :
- Stephen Hodge
- Executive Producer :
- Lucy Kelly
- Production Manager :
- Ben Burdock
- Production Assistant :
- Tom Nutting
- Romanian Fixer :
- Penelope Ridgley
- Udaipur Production Fixer :
- Amit Vachharajani
- Udaipur Transport Fixer :
- Ashish Singh
- Editor :
- Ben Canny
- Edit Assistant :
- Finn White-Thompson
- Composer :
- Jessica Jones
- Sound Designer and Re-Recording Mixer :
- Tom Jenkins
- Post Production House :
- Audium Post
- Post Production Color :
- Vic Parker
- Post Production Color :
- Raised by Wolves
- Visual Identity and Title Design :
- Pi Studios
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