Director Laura Bellingham has created a new advert for Nikon which is a marked shift from the Japanese camera giant’s previous approach. Whereas their last campaigns played more on how cameras shape and define our memories, Tears plays on the ambiguity of the action of crying and the many and varied contexts in which it occurs. It’s beautifully shot, treading the right line between moving and mawkish and it features not a single shot of either a camera or anyone taking a photograph. A simple idea, executed really well.
About the Author
Rob joined It’s Nice That as Online Editor in July 2011 before becoming Editor-in-Chief and working across all editorial projects including itsnicethat.com, Printed Pages, Here and Nicer Tuesdays. Rob left It’s Nice That in June 2015.