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Nikon has launched a new website, I Am My Nikkor, bringing together a collection of narratives by renowned photographers from the Asia Pacific, Middle East and Africa.Nikon states that the website has been developed as an initiative to bring together a diverse collective of photographers, showcasing “their unique relationships with their lenses”, and exploring “how remarkable lens technology can shape inspiring photography experiences”.

“By enabling photographers to share their photographs from many beautiful localities and countries, this campaign dives into Nikkor’s extensive arsenal of lenses, highlighting both newly introduced and signature lenses that the photography community has come to love and enjoy,” Nikon states.

An initial selection of stories from 11 Nikon-featured photographers features on the website, providing an overview of each artist and his or her connection with the lens, with a selection of the photographer’s photos accompanying each story.

“The website will aim to inspire its audience with tips on image creation techniques, stemming from informative videos and photographers’ anecdotes of on-the-ground experience, to help them maximise their potential with Nikkor lenses,” Nikon states.

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Among the first lenses to be showcased on the website is the AF-S Nikkor 24-70 mm f/2.8E ED VR, recently launched in Australia.

“Nikon works with a wealth of renowned photographers whose personal stories and extraordinary experiences are a valuable source of inspiration to the next generation of photographers,” Nikon Australia director of sales and marketing James Murray commented.

“I Am My Nikkor enables us to share those stories with a wider audience and educate on the vital relationship between a photographer and their lenses.”

The website can be found here.

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