Nikon Stands up against AI in the Name of Nature

In a world where artificial intelligence has taken over pop culture, Nikon, one of the most iconic brands in the photography world, launched a campaign under the concept, “do not give up on the real world". We've all seen the almost too real images of Donald Trump being caught by the police, the Pope modelling an all-white maximalist puffer, the selfies from the Last Supper, or the non-existent surreal landscapes. All these images have unleashed an obsession of people wanting to see images that can only be generated from AI. 

Millions of people around the world are generating surreal images just by entering a few keywords on a website, which is directly affecting photographers, especially in places with fewer resources. In Latin America, for example, editorial and advertising photographers are called increasingly less by brands, and they are slowly losing space, work, and profits. 

‘Natural Intelligence’ is a print and outdoor campaign that goes against AI, presenting photos of natural places in our world that are stranger than fiction, shot by photographers using Nikon cameras. Photographers used keyword prompts from artificial intelligence websites, demonstrating that photography and nature are truly capable of surprising us, beyond our imagination. 

"Nikon has an important commitment to all the photographers in the world, who, with their talent and art, allowed us to enjoy the most beautiful and amazing images, which is why it was so important for us to take the initiative and support what has always given us a purpose as a brand, photography." said Charlie Tolmos, chief creative officer of Circus Grey Peru. 

The message was positively received by the Peruvian photography community with an increase in sales, but most importantly, it inspired people to go outside with their cameras.