Nikon: Michael

Photography.
A beautiful artform. But sadly, photography is not accessible to underprivileged talent.
Cameras are expensive.
And so are photography institutions and film schools.
Nikon needed to break barriers, by making a career in photography appealing
and attainable for young people in low-income areas.
We partnered with Blackboard Community and identified young aspiring photographers in township high schools.
Individuals like Michael and Lungisani. Then we gave them top-tier Nikon cameras. They went on to capture shots – with no brief, just inspiration.
We then turned their images into official Nikon ads, to not just talk about what Nikon does for them, but to also promote them as photographers so that they can ultimately earn an income. Michael, 21, has since been able to move into his own apartment thanks to the bookings he’s getting. And Lungisani has gone onto shoot for brands.

Most of all, the campaign is helping make photography not just a career marginalised youth is aware of. But one they want to be pursue.