Nikon is a name that is associated with superior quality in the camera industry. This year, they were the official camera sponsors of the 2009 MTV Movie Awards.
It is here where they set up 50 Nikon D700’s around a podium to capture celebrity’s fashions at the awards show from all angles and not just your typical front shot. Fashion stylists, trend trackers and gossip hounds received up to the second blasts of wardrobe from some of Hollywood’s hottest young stars.
Market Editor Oriana DiNella spoke with Rose Guarino, Communications Supervisor for Nikon Inc. about the impact of the debut of the Fashion 360- Powered by Nikon at this years 2009 MTV Movie Awards and how it is affecting the fashion industry, especially with the promotion of independent designers.
Oriana DiNella: What does this initiative mean for Nikon?
Rose Guarino: Lisa Baxt our senior manager of communications put it best when she said, “Being at the forefront of digital cameras, Nikon is excited to have its stylish line of Nikon COOLPIX cameras among today’s biggest style influencers and our D-SLRs in the Fashion 360, Powered by Nikon. Viewers at home will love their exclusive look at the red carpet, the biggest celebrities and entertainment moments of the last year.”
OD: What exactly makes the Fashion 360, Powered by Nikon revolutionary and how is it used?
RG: The Fashion 360, Powered by Nikon, will synch 50 Nikon D700 digital SLR cameras to capture celebrities in a visual “surround sound,” providing a stunning 360-degree perspective.
OD: Why was this decision made to unveil the Nikon 360 at the MTV Movie Awards?
RG: The MTV Movie Awards is one of the biggest nights of pop culture, style and entertainment each year. The Fashion 360 – Powered by Nikon brings a whole new element of fun, interaction and technology making the partnership between Nikon and the MTV Movie Awards timely and appropriate.
OD: What will this do for the brand? Do you see this increasing brand loyalty?
RG: Bringing Nikon’s superior technology to the forefront of entertainment and fashion at the MTV Movie Awards was an excellent way to increase Nikon’s brand recognition among a young, stylish and influential audience.
OD: Did celebrities and viewers love the new technology? What was the response?
RG: The Fashion 360 – Powered by Nikon was the central focus of the glamorous red carpet with most celebrities stopping to pose for the cameras. Some celebrities were impressed with the way this will change the way people experience the red carpet. You can see the great viewers comments on http://movieawards.mtv.com.
OD: In terms of fashion what do you feel Nikon technology delivered that is different than the usual blogs, and weekly Celebrity Gossip magazines?
RG: By virtue of this being a Flash file rather than a still photo in a publication, the audience is invited to view their favorite celebrities in new and comprehensive ways thanks to the technology at the Fashion 360 - Powered by Nikon.
OD: Do you foresee it helping emerging designers?
RG: While we’re not directly working with any emerging designers, the Fashion 360 – Powered by Nikon experience would certainly benefit designers because of the unique ability to capture celebrities and what they’re wearing from all angles.
OD: You have new software that also allows your cameras to record videos as well. How would that be beneficial to the independent fashion designer?
RG: Sometimes a photo can only convey a limited view of a designer's true expressive vision. Video provides a way to display the garments for websites, buyer presentations, and can also be used by those shooting runway shows. The HD video capability in the Nikon D90 and now the Nikon D5000 SLR cameras allows all professions, including fashion designers, to bring additional versatility and a new medium to their business.
OD: Nikon has always been a name associated with professional photographers. As technology advances, what should a business owner, who might not be a professional, yet has a great need for images, know about Nikon and options for their needs?
RG: Nikon takes great care to ensure ease of use with their digital SLR cameras. The cameras now do most of the advanced technology thinking for you to deliver magazine quality images with vibrant color and rich detail for a fashion designer's work.
OD: I feel that lately, Nikon has been branding in the direction of hip/young fast and fashionable, can you tell me more about that movement, (including Ashton Kutcher and Nikon 360)?
RG: Yes - Ashton Kutcher, the partnership with MTV, as well as the Look Good in Pictures program with Carson Kressley, are all successful efforts to introduce the Nikon brand to a younger, stylish audience.
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