Artificial Intelligence is trending.

Millions of people around the world are obsessed with creating incredible surreal images of everything you can imagine, just by entering a few keywords.

But this obsession with the artificial and synthetic is making us forget that our world is full of surprising places that are often much more impressive than fiction.

For photographers and image creators, this context is complicated, because digital technology is slowly displacing artisan art and, in some cases, it directly affects their work and earnings.

That's why it was important to Nikon to remind people that nature and the natural world can defy our imagination and that the best way to capture it is to shoot it with a great camera.

The campaign had a positive impact among the people but especially among the photographers who truly loved it.

Many people praised Nikon for standing up to the trend and reminding people how wonderful photography and the real world are.

The positive sentiment towards the brand at the time of the campaign was 99%, the brand recognition towards the campaign was 95% and inspired hundreds of people to go outside with their cameras.

The cultural context is the frenetic evolution of artificial intelligence that has obsessed millions of people around the world and is rapidly displacing human beings.

Everyday technology advances without stopping and people come to think that it can beat the real world and human talent, platforms like Midjourney or DALL-E allow ordinary people to generate incredible images in seconds and some of which are professionals. who are affected by this technological revolution are the photographers.

In Latin America, for example, editorial and advertising photographers are less and less called by brands and little by little they are losing space, work, and profits.