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10-02-2015 introduces thematic videos and series of interviews with lens designers

The global NIKKOR branding site is now enriched with new contents that include interviews with lens designers and two videos, "Hope” and “Tokyo Dense Fog”

SINGAPORE – The 80th anniversary of the NIKKOR brand continues with the addition of new contents to its global branding site, (, as announced by Nikon Singapore Pte Ltd today. As part of the global NIKKOR branding project, the website introduces and highlights the renowned history and technology of the lenses made for interchangeable-lens cameras around the world. The website now includes a NIKKOR Motion Gallery, comprised of two videos to introduce new possibilities of imaging using NIKKOR lenses, and the first in a series of interviews with lens designers. The commencing interview, “Volume 1: What do designers think, and how do they create lenses?” provides an industrial-leading insight into optical technology.

NIKKOR Motion Gallery

The gallery introduces new possibilities for video imaging with NIKKOR lenses. Top artists in a variety of genres have come together to expand the world of video imaging with a completely new genre made possible only with the combination of NIKKOR lenses and Nikon cameras.

• “HOPE” - Video by augment5 Inc.
“HOPE” expresses the characteristics of beauty and strength that humans share with a video of individuals around the world: a craftsman who works quietly amidst the hustle and bustle of Hong Kong, a woman who works in a tea plantation that forms a part of Sri Lanka's great natural beauty, a fisherman born and raised in a small Norwegian harbor town, and a young dancer who dreams of success in New York. The team spent almost three weeks filming the ordinary, everyday lives of these individuals, and discovered the importance of, and value in, simply living life.

The concept of “HOPE”
As each day in this world unfolds in its regularity
A powerful entity steers us through our immediate reality

HOPE ‒ is what crosses borders of nations
HOPE ‒ is what bridges religions and cultural spheres
HOPE ‒ is what someday will lead to a new era
Engulfed by a sense of true meaning
          ‒ breaking into peoples’ hearts changing them forever
HOPE ‒ is what endures within the diversity of beings
          ‒ is a greatly precious matter

About augment5 Inc.: augment5 Inc. is primarily involved in video production and business consulting. While searching for themes for expression, they develop contents as a means of understanding universal values in the present age. They are also involved in the production of movies and commercial films for overseas markets.

• “TOKYO DENSE FOG” – Video by visual design studio, WOW
The video reveals the face of Tokyo through a dense fog and the dispersion of light. Capturing the many faces of Tokyo in a day, the end-result is transformed into a poetic and dreamy landscape swallowed up by a completely white world accompanied with light scattered by countless drops of water floating in the air.

About WOW: WOW is a visual design studio with bases in Tokyo, Sendai, and London. They are involved with a wide variety of design work that is not bound by existing media or categories. They continue to pursue new imaging possibilities in order to achieve the social function of visual design while maximizing the unique characteristics and sense of individual creators.

Designers interview, "Volume 1: What do designers think, and how do they create lenses?"

As the first in a series of interviews, NIKKOR lens designers discuss about lens design from a variety of angles, from the appeal of interchangeable lenses to the lenses that they themselves would choose. The passion of designers who continue to strive to produce the ultimate lens is expressed, as are the high level of quality and sense of innovation that NIKKOR lenses offer.

With the addition of these latest contents, the website ( continues to provide users of NIKKOR lenses with information to experience the enjoyment, and expand the possibilities available with photos and videos.

About the Global NIKKOR Branding Project
In 2013, Nikon celebrated the 80th anniversary of the launch of its NIKKOR photographic lenses. Nikon took this opportunity to strengthen activities that express the enjoyment NIKKOR lenses offer to video imaging and photography. One of the activities that helped to spread the appeal of NIKKOR lenses was the creation of Eyes of Nikon*, based on the theme, "ART meets TECHNOLOGY makes HISTORY", a collection of photos by photographers active around the world in which the characteristics of NIKKOR lenses were maximized.

The creation of Masters of the Light* was also another cooperation of a collection of artistic photographs captured with NIKKOR lenses. The Eyes of Nikon photo gallery was launched from the "" global branding site to coincide with release of the photo collection of the same name.

The Eyes of Nikon Photo Exhibition was held in Shanghai, China from August to September 2014. Enlarged prints of images captured by photographers who participated in the Eyes of Nikon photo collection were exhibited, and a slide show of the photos was displayed on a large screen. Artistic photos taken at NIKKOR factories were also presented, providing visitors to the exhibition the opportunity to experience not only the superior rendering power of NIKKOR lenses, but also to see for themselves the incredible skill and craftsmanship that go into making the lenses.

* Distributed by D.D.WAVE Co., Ltd.

About the NIKKOR brand
NIKKOR is Nikon's brand of photographic lenses. The NIKKOR name arose from adding "r", a common practice in the naming of photographic lenses at the time the name was established, to "Nikko", the Romanized abbreviation for Nippon Kogaku K.K., the original name used when the company was established.

Nikon's lineup of lenses for cameras with interchangeable lenses currently consists of more than 90 types of lenses, including ultra-wide-angle to super-telephoto lenses, fisheye lenses, zoom lenses, micro lenses, and PC-E lenses that support a wide variety of applications, as well as 1 NIKKOR lenses for advanced camera with interchangeable lenses.

In October 2014, Nikon announced its milestone achievement of 90 million in total production of NIKKOR lenses for Nikon interchangeable lens cameras. The achievement is also accompanied by the equally momentous 50 million total production mark for NIKKOR lenses equipped with the Silent Wave Motor (SWM) technology.

About Nikon
Nikon. At the Heart of the Image. Nikon is the world leader in digital imaging, precision optics and photo imaging technology and is globally recognised for setting new standards in product design and performance for its award-winning consumer and professional photographic equipment. Nikon Middle East FZE distributes consumer and professional digital SLR cameras, NIKKOR optics, Speedlights and system accessories; Nikon COOLPIX compact digital cameras; Nikon sports optics as well as the Nikon 1 advanced cameras with interchangeable lens system in over 50 countries. For more information, visit Connect with Nikon and other photographers on Facebook at and get the latest news and information from Twitter by following @NikonMEA.

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