COPYWRITING: NIKON

I�ll make this quick and to the point: The first series of pictures/copy is from the campaign for Nikon�s COOLPIX SQ digital camera. (I was the head copywriter for Nikon for close to two years.) I did the branding, positioning statement, headlines, copywriting and visual conceptualization for this project, which lasted about eight months.

DEFY CONVENTION

Forget everything you know about digital cameras. The new Nikon COOLPIX SQ is here to blow you away.

Nikon threw out the rules and built a digital camera that makes a bold statement about a new revolution in digital photography.

An enigmatic statement of style, grace and power, the COOLPIX SQ is a deceiving paradox of minimalist design and maximized performance. Its elegant, captivating exterior houses technology usually reserved for the most discerning photographer, harnessing power that will transform your digital experience into something unique.

Yet the COOLPIX SQ�s innovations are disarmingly familiar. Pick it up, and its advanced performance and functions literally unfold in your hands. It is simply unlike any other digital camera ever made.

The Nikon COOLPIX SQ. A unique chance to defy convention.

Enticing Lines

You see it; you must touch it. Possess it and discover its secrets. Be seen with it. The COOLPIX SQ�s unerring, tactile attention to detail is obvious once it�s in your grasp. Its sleek lines and silky-smooth exterior will make it hard to let go. The durable, brushed casing exudes coolness, and is complemented by the understated styling of its metal buttons and diamond-cut logo.

But don�t let its good looks mislead you. The functions of the COOLPIX SQ are as natural and harmonious as its form. It is the perfect balance of beauty and intelligence.

An Eye For Detail

It�s clear for all to see. The COOLPIX SQ�s combination of hardware and design creates images that will change the way you look at digital photography.

The high-quality 3x Zoom-Nikkor lens is unrelenting: Just choose your subject and quickly bring it into crisp, sharp focus. The swivel lens construction incorporates a long lens barrel, critical for realizing higher optical performance. Plus, the swivel design will alter your perspective on the world, intensifying your shooting experience by allowing you to capture images from an endless array of angles.

Strength in Speed

Like a finely tuned performance car, the COOLPIX SQ was built for speed. The COOLPIX SQ uses a newly developed dedicated engine. In other words, it�s lightning-fast.

Startup is almost instantaneous. The multi-area autofocus is the fastest in its class, and next-shot preparation and shutter release transpire so quickly that you�ll forget to worry about missing the shots you�re chasing. By attending to these details, the COOLPIX SQ takes digital photography to a whole new plane of existence.

Color Takes Flight

A picture may be worth a thousand words, but the COOLPIX SQ�s color reproduction capabilities will leave you speechless, if not breathless. Its image-processing algorithm and new overlapping Matrix Metering, more design aspects on par with those of more advanced cameras, capture images in super-vivid reality that is almost tangible. The delicate wings of a butterfly will seem to spread before your eyes. Warm skin tones will tempt you to touch. In your images, the world will seem more alive than ever before and invite you to push the limits of what you attempt to express through your photography.

Stylish Circumstances

Perfection: the goal of every artist, no matter the setting. With the right application of nuance, the essence of any subject can be portrayed in its purest splendor. That�s why the COOLPIX SQ puts 15 distinct Scene Modes at your disposal, accessible with a simple turn of the dial. In Movie Mode, you can bring any scene to life with up to 40 seconds of footage with sound. Add to this Continuous Shooting Mode, and the COOLPIX SQ is ready to capture the realities of any situation.

Power Base

Everybody needs a place to call home. A place where they can rest and revitalize, communicate and explore familiar territory.

The COOLPIX SQ is no exception. Its multifunctional base, the COOL-STATION, is the camera�s command module from which it works while resting. It recharges the COOLPIX SQ�s battery. It is the upload depot, with a one-touch transfer button that sends images to your computer via a USB connection.

From there, the possibilities only expand: With Nikon View software, you can manipulate your pictures for printout, e-mail and other Internet applications.