The Spot: Nikon's Elite Focus

Corey Rich crafts a gorgeous film to launch the D4, shot on a D4, starring three top adventure athletes

GENESIS: The great thing about camera ads is they can prove their own claims—if you use the actual camera you're selling to produce the creative. For example, to show off a still camera, you can photograph the print ads with it. Same with a video camera—make a film with it, and the footage will be its own best indicator of the device's quality.

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