100-plus-year-old Nikon’s challenge isn’t convincing creators that cameras still matter. It’s persuading a generation raised on smartphones, short-form video, and now AI that photography and filmmaking are still worth investing in.
That’s the problem Born Social is tasked with solving as it kicks off a new remit for Nikon as U.S. social AOR, with a mandate to put social media at the center of its strategy to reach younger, creator-first audiences.
Nikon’s relationship with Born Social was cemented in early 2025, when the agency won a month-long pitch ran by the brand’s marketing team. The remit spans social strategy and content production, with a focus on educational and culturally responsive creative.
The first phase of work is expected to go live in early Q2.
Nikon previously worked with a roster of agencies across disciplines, and the move marks the first time the brand has consolidated social under a single agency of record.
“Nikon is one of the world’s most iconic creative brands,” said Paddy Smith, chief creative officer and co-founder of Born Social. “The challenge is taking what’s true to that heritage and finding ways to make it land for a new generation of creators, without undermining the credibility that’s been built over decades.”
Educate and entertain
Smith said Born Social’s pitch for Nikon focused on understanding how young creators engage with photography today—often starting on smartphones—and how social-first storytelling can guide them toward more advanced tools without overwhelming them.
In that vein, the work will aim to inspire, educate, and entertain audiences, with the latter serving as a through line across the work.
The agency will also produce what Smith calls “reactive newsroom” work, which will insert Nikon into relevant trends and social conversations while protecting the brand’s technical credibility.
Platforms will play distinct roles, with TikTok used as a discovery and growth channel for new creators, while YouTube and Reddit will serve more experienced photographers and filmmakers seeking deeper technical content.
The strategy unfolds as Nikon expands its ambitions in filmmaking, following its acquisition of RED Digital Cinema in April 2024 for roughly $85 million and the subsequent rollout of its Z Cinema line of cameras.
Legacy niche
The Nikon assignment builds on London-headquartered Born Social’s momentum in the U.S., including its work with ChapStick, another heritage brand navigating reinvention through social-first creative.
COMvergence estimates Nikon’s 2025 U.S. digital media spend at $15 million.
