Why Did Nikon Want Its Creators to Inspire Customers With Its 8 Days With Z 8 Challenge?

Nikon invested in the creator economy last month with its 8 Days With Z 8 challenge. 

During Nikon’s 8 Days With Z 8 Challenge, eight creators were asked to demonstrate the camera’s cinematic capabilities and to showcase a diverse group of visual storytellers who were exploring their creative limits.

The participants are Ambria Cornelius, Desire Lacap, Cam Mackey, Cassidy Lynne, Joyce Charat, Jesus Presinal, Julian Bell, and Natalie Lynn, among other creators. Nikon asked that each creator creates, produces, edits, and submits a video in eight days as authenticity as possible. However, the financial agreement between the involved parties has not been disclosed.

According to Emily Placella, Associate General Manager of Marketing Communications at Nikon, the primary objective of “8 Days with Z 8” is to illustrate how creators can utilize the Nikon Z 8 camera for cinematic videos and storytelling purposes. Nikon aims to demonstrate the diverse capabilities of the Nikon Z 8 in pushing creative boundaries and delivering compelling visual narratives by inviting a select group of talented filmmakers, DPs, videographers, and content creators to produce, shoot, edit, and share a video project within eight days.

“By spotlighting the work of skilled creators, we aim to not only showcase the product but also inspire our customers to explore their own creative potential,” said Placella.

Nikon aimed to encourage creators to tell stories from their own perspectives, favoring authentic narratives over scripted and over-produced storytelling. In this campaign, each creator received the same prompt and was provided with the necessary camera and lenses to realize their vision. By offering these talented individuals the tools and creative freedom to develop their own projects, “8 Days with Z 8” captures genuine experiences and diverse perspectives.

The culmination of the 8 Days with Z 8 challenge involves the release of each creator’s final video project on YouTube. However, Nikon aims to reach audiences across various platforms where they consume video content. Alongside the full videos on YouTube, short snippets are being shared on Nikon USA’s YouTube Shorts, TikTok, and Instagram. Additionally, creators were publishing behind-the-scenes content on their respective social media channels to inspire their communities and provide a deeper insight into the experience.

Other brands, such as 805 Beer, also aim to portray storytelling authentically. Similar to Nikon, 805 Beer opted not to excessively emphasize production value in their campaign.

Placella said Nikon partnered with the agency MikeWorldWide to identify content creators with diverse storytelling styles. Maintaining a continuous connection with content creators, including through in-person events, Nikon invited select partners experienced with the Z 8 and eager to take on the challenge. Additionally, filmmakers and content creators unfamiliar with the Nikon Z series cameras were also invited to participate and experience the Z 8 for the first time.

“Through 8 Days with Z 8, we hope to inspire other visual storytellers to experiment with innovative tools like the Z 8, take on new creative challenges, and share their unique vision with the world. Looking forward, we’ll continue to foster relationships within the creative community and celebrate talented Nikon creators across Nikon’s social channels,” said Placella.