Nikon tasked us to find a celebrity to boost sales of their point-and-shoot and lower priced DSLR cameras.
We enlisted Ashton Kutcher, who had serious star power, a cheeky sense of humor, and the first 1 million+ following on Twitter.
In a market where camera companies were losing market share to smartphones, Ashton helped triple Nikon’s sales. My role: GCD/Art director.
2009 Effie award/Coolpix
Ashton Kutcher for NIKON
Twitter film festival
We created the first-ever Twitter Film Festival to promote the movie making abilities of the new D5000 DSLR.
Ashton kicked it off by shooting a documentary movie on the camera, and tweeting it out, reaching 10 million people in one day. 1,200 people entered films, and the festival publicity was amplified by contestants posting and sharing on their social media feeds.
The judges, actor Rainn Wilson, pro photographer Chase Jarvis, and YouTube influencer “iJustine” , created even more attention on social media by including commentary in their feeds. Media cost for the entire project: 0. My role: GCD/Art director.