Nikon Short Film Broken Night

CLIENT

AGENCY

ABOUT

Nikon and McCann New York made a splash at Sundance in the short film category with “Broken Night,” a film by Guillermo Arriaga of “Babel” and “21 Grams” fame that was shot entirely on Nikon’s D800 camera. Billed as a “beautiful horror movie,” the film stars a young woman and her daughter who are enjoying a drive across some desolated hills when an accident happens, landing the car upside down and leaving them in the dark.

A horror movie would be the best way to show off the product’s low-light capabilities and its capacity to shoot in tight quarters and difficult weather conditions. A Tumblr has documented the behind-the-scenes process.

CHALLENGE

Develop captivating Rich Media that grows awareness and excitement around the Broken Night film.

SOLUTION

I began by looking at the big picture by defining what success looks like in light of the overall campaign.  I spoke with McCann’s creative team and reviewed all creative assets. I honed a strategy to exceed expectations that considered creative and technical opportunities and best practices. The idea was to bring the film’s movie poster to life—a dark road at nighttime.  The Rich Media teases the story through visually arresting motion and glify typography to draw viewers in, leaves an impression of horror, and incites click-throughs.

RESULTS

The animation and technical savvy brought the ads to life despite the constraints of small file sizes.  The process was seamless and yielded outstanding results.

PRESS

Ad Age: Nikon: Broken Night