Creativity

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

By Alexandra Jardine. Published on May 15, 2018

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."

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Credits

Date
May 15, 2018
:
Nikon
Agency:
We Are Pi
European Manager Marketing Communications:
Benito Roig
European PR & 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
Assistant Producer:
Francesca Ali Mirza
Production Manager:
Kim Buttery
Editorial Partner:
The Guardian
Executive Producer:
Charlie Phillips
Executive Producer:
Lindsay Poulton
Co-Production:
Pulse Films
Director:
Matt Houghton
Director of Photography:
James Blann
Producer:
David French
Camera Operator 1:
Anna MacDonald
Camera Operator 2:
Jess Colquhoun
1st Ac/Dit 1:
Michael Hobdell
1st Ac/Dit 2:
Nick Baker
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 & Re-Recording Mixer:
Tom Jenkins
Post Production House:
Audium Post
Post Production Colorist:
Vic Parker
Post Production Color:
Raised by Wolves
Visual Identity & Title Design:
Pi Studios

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