Oftentimes, the details are the true essence of a story. But it is also the power of details that can either help a story bloom or not allow it to even sprout. Once observed, they can be the basis of an adventure, a friendship, and even a love story. But what if you missed it? This is what Nikon Lenswear asks in its new global 360˚ campaign “Everything Starts with a Detail” by the la chose agency.

To give an answer to this question, the brand presents a situation in which a detail becomes the seed that allows a love story to happen. In a one-minute-long video, Nikon shows how a man falls in love with a woman because of a detail he notices about her. Later on, most of the new things he tried or skills he improved, from dancing to cooking and gardening, were owed to…that detail. He quit his job and crossed the ocean. And all for that detail. But would these events have taken place if the protagonist had not noticed this detail? The situation described by Nikon makes us understand that not noticing a detail can sometimes mean that an entire story will never have the chance to even begin.

The video was shot in 35 mm, thus giving birth to a short film of cinematic quality. Directed by the Argentinian trio Pantera of SOLAB, the video was filmed in France and is accompanied by an outdoor campaign shot by Pauline Darley and 3D studio Salamanca, which runs in print and online as well as in stores.

“Every part of this project came with a huge amount of freedom to it,” the directors said, as they had the opportunity to shoot the film when the lockdown ended in France. “It was summer in Paris, it was actually hot and with beautiful sunlight every day, so we were more than happy to portray the city during such an unusual moment. We could bring our team on board, our close collaborator and director of photography Matthew Ballard, our sound designer Nicolas Teubal, composer Gustav Kärlstrom, costume designers Bratsk55… So, this really made things quite enjoyable. la chose were really open for us to improvise or bring in ideas, which also made the edit kind of a really fruitful process.”

Prior to launching the campaign, which happened on February 14, the brand invited users to send a special note to their significant other, telling them what detail makes them so special.

Credits:

Client: Nikon Lenswear

Brand Content & Digital Marketing / General Manager: Anne-Sophie Carena

Brand and Production Manager: Juliette Puil

Communications Director France: Serge Rodriguez

Nikon France Brand Manager: Sylvie Noirot

Agency: la chose

ECD: Éric Tong Cuong

Copywriter: Antoine Defaye

AD: Mathieu Viollet-Bosson

Producer: Laura Sacarrère

Account management: Olivier Lopez, Camille Piget, Ulysse Pralus

Strategic Planner: Clément Audard

Communications director: Barka Zerouali

Production company: SOLAB

Directors: Pantera

Production Director: Theo Jourdain

Producer: Nicolas Tiry

Head operator: Matt Ballard

Post-production: FIRM

Editor: Jon Echeveste

Calibrator: Mathieu Caplanne

Hairstyling/Makeup: Elodie Guesnet / Karine Walzack

Styling: Bratsk

Head decorator: Stéphane Taillasson

Sound producer: Octopus / Das ding

Composer: Gustav Karlström