Singapore, May 13, 2015_ Nikon and J. Walter Thompson Singapore have created an innovative device that captures photos of scenes that excite the heart, underscoring the company’s brand ethos, “At the heart of the image”, and its position as a pioneer of photographic innovation.
“We take photos of people, scenes and situations that speak to our hearts. But our thoughts can often cloud what we feel. We thought, ‘What if emotion could trigger a camera to take a photograph?’ That would be a truly pure form of photography,” said Valerie Cheng, Chief Creative Officer of J. Walter Thompson Singapore.
Working with J. Walter Thompson Singapore, Nikon created a device that reads emotions with the help of a heart rate monitor and sends a signal to a synced COOLPIX camera, which snaps a shot when the heart hits a pre-set pace. Heartography was tested out on someone who is full of emotion and curiosity - an enthusiastic Border Collie named Grizzler.
Grizzler was let out to run free around the neighborhood as he usually does - but this time cataloguing all the things he loves, with the device strapped on. His journey, and his photographs, were made into a web film that was launched at http://heartography.nikon-asia.com, which showcases how Heartography works, shares other forms of innovative photography and gives details on the Nikon COOLPIX range. The link and film is being promoted on Nikon Asia’s social media channels.
The campaign brings to life how Nikon, which has driven innovation in photography for the last 98 years, helps people explore and expand the potential of the image.
“Photography and emotions are intricately connected. Every frame captured is an expression, a moment in time. Powered by Nikon’s dedication to innovation, Heartography leverages on inventive technology to make emotions an even closer part of photography,” said Garland Mak, Deputy General Manager of International Marketing Division Imaging Group at Nikon Singapore Pte Ltd.
ABOUT J. WALTER THOMPSON
J. Walter Thompson Worldwide, the world’s best-known marketing communications brand, has been making pioneering solutions that build enduring brands and business for more than 150 years. Headquartered in New York, J. Walter Thompson is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. The agency consistently ranks among the top networks in the world and continues a dominant presence in the industry by staying on the leading edge—from hiring the industry's first female copywriter to developing award-winning branded content today.
J. Walter Thompson opened its first office in the Asia in 1929, and today employs over 3,800 people in 53 offices across 18 countries in the region.
For more information, please visit www.jwt.com and follow us @JWT_Worldwide and @JWTAsiaPacific.
Asia Pacific Director of Corporate Communications