There are more cameras in consumers’ hands today than the total sum of cameras that have ever been produced in the history of photography. The majority of these are the cameras found on smartphones. Nikon wanted to inspire creative-minded 18-34 year olds to take the joy from their newly found exposure to the wonders of photography, and to make the next step in image-capturing by considering a DSLR camera.
The responsibility to document culture-based sports such as skateboarding and surfing lies squarely at the feet of the photographer, someone prepared to lie in street gutters, buried in snow holes, freezing in the sea or to be knee deep in mud. If an athlete is going to risk life and limb expressing themselves for the sake of sport/art/fun, regardless of how long the photographer has been waiting or how cold they are, they had better get the shot, as it may be the last time ever this trick will be made.
With this huge responsibly comes a huge amount of trust which in turn creates a relationship like no other. At the heart of our sports is self-expression, a relationship with the environment, style and a desire to immerse in the culture; in a good picture a photographer will capture all of this. In this series we explored from a photographer's point of view exactly what that relationship means.