Why Nikon asked creators to spend eight days on self-reflection

Throughout the past eight weeks, Nikon has enlisted creators to give the ambiguous and often hazy term of “authenticity” some color and a personalized touch. To promote its new model “Nikon Z8,” the brand gave each creator eight days to submit a short film inspired by the word. 

“We are always seeking to spotlight diverse storytelling across the brand’s social channels, so we’re thrilled to continue forging new relationships within the creative community,” said Emily Placella, Nikon’s associate general manager of marketing communications. 

Placella added that casting a wide net on creators, and not limiting the prompt to existing NIkon users, was the best approach. Tapping eight creators across different categories, the prompt triggered a diverse range of interpretations—Julian Bell captured a conversation with his mom who coaches him out of self-doubt, Joyce Charat executed a full fashion editorial shoot and Cam Mackey documented his love for Arizona’s Wild West.

The series, which primarily lives on Nikon’s YouTube channel, showcases the brand's approach to marketing that prioritizes storytelling over product pushing. Desire Lacap, a creator who posts both mental health and educational filmmaking content, used a pool to compare her self doubt and circular thinking to the experience of drowning. 

I spoke to Lacap about her creative process, experience working with Nikon and how the prompt helped in her feat to bypass perfectionism. 

“I went back to a time when I wasn’t true to myself and didn’t step into my power,” she said. “For me, (authenticity) comes from vulnerability, and I feel like that’s the best way people can relate to content.” 

This interview has been edited and condensed for length and clarity

How would you describe your content, and what do you look for in brand partners? 

I always had this passion for filmmaking, and after graduating college and feeling like I lacked certain knowledge, I started giving film tutorials on social media. Whether I’m promoting a product or a software, I ask myself ‘How can I show my audience this is useful for them in taking their skills to the next level?’ Beyond talking about the product, it’s about my personal relationships and community. 

Why did you decide to partner with Nikon, and why this campaign? 

I first met Nikon at its creator camp in San Antonio, and I loved the chance to work with new gear and collaborate with other creators. That really amplified my inspiration. 

Because we met in person at the camp, communication is just so clear and the experience was just fun. That’s my intention going into every project, to have fun with everything and anything without stressing about the expectation. I loved this challenge because you’re taking eight different creators and seeing the world through each of their lenses. 

Doing everything in 8 days kind of felt impossible, but I love a challenge. When that doubt kicked in, I tried to reprogram my mind to say that imposter syndrome is kind of like your mom giving you tough love. 

How did you land on a creative concept? 
‍So many ideas rushed to my head when we were prompted with the word ‘authenticity,’ but I had to take a step back and say ‘What does this actually look like?’ and ‘How do I feel when I’m living abundantly authentic?’ 

I went back to a time when I wasn’t true to myself and didn’t step into my power. For me, (authenticity) comes from vulnerability, and I feel like that’s the best way people can relate to content.

What is your favorite part of the film?
Probably that opening scene, because the intention behind it was that our mind can be so quiet, but sometimes we crave chaos. I had to overlap it so much in post production and wanted (the audio) to sound overwhelming, because that’s how thoughts can feel. 

Who do you hope this content will reach?
I want people who feel trapped and in the dark to see this, because I’ve been there. This is for people who are too afraid to step into that power and too afraid to believe that there's light at the end of the tunnel. 

Especially with perfectionism, when you’re editing something and just telling yourself one shot isn’t good enough, that’s something that I need to release. We’re our biggest critic, but we also have to be our biggest fan. It’s all a mental game, and you really have to root for yourself. 

What did you learn from this process? ‍

While I was filming and editing, I wanted to cry because I was just so proud of how far I’ve come. A lot of the content I create today comes from the experiences where I feel like I limited myself. There was a year I didn’t create at all because I doubted myself. Imposter syndrome is real, but it’s about making it your friend and not your enemy. 

When I was sitting in post production in the final days, I was mentally preparing myself and saying that it’s going to be great regardless. It has taught me time management more than ever, but also just to go into a project without expectations. The whole campaign just holds a special place in my heart. 

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