/Imagine being a world-renowned photographer and hearing some guy on the internet shout (ie. type in all caps, like they always seem to do): ‘WELL I CAN DO WHAT YOU DO WITH AI NOW’. Absolute tosser. Let’s show ‘m what’s what.
Together with Nikon Europe, we launched The Human Prompt, a campaign and content series that’s more intelligent than artificial. Throughout the main film and subsequent episodes, we get to follow in the icy footsteps of 5 Nikon photographers as they venture through the freezing cold of Northern Finland. In the hopes of capturing something no machine can.
National Geographic wildlife photographer Konsta Punkka, landscape photographer Mikko Lagerstedt, nature photographer Eeva Mäkinen, fashion photographer April Alexander and portrait photographer Lou Jasmine got to work with nothing more than a prompt normally reserved for a generative AI bot: ‘/capture: light in the darkness, darkness in the light’.
The result is a fascinating look into the process of Nikon’s renowned photographers and ambassadors. Far outside the comfort zones of some. Well of most, who would voluntarily lie in two feet of snow for an hour hoping to get that perfect shot? Oh yeah, real creators would.
Skip Midjourney.Go on a real one.
Throughout the films, Nikon not only showcases the power of craftsmanship but is also one of the first camera brands to boldly pose the inevitable question: how does AI actually influence image creators – and vice versa?
