The Nikon AW100 is a rugged, cold-proof, water-proof, shock-proof point-and-shoot that records great quality 1080 video.    McCann Erickson and Nikon hired AfterAll and Jon Humphries to shoot ads for this new camera as well as capture video and photo/story content for a special site with loaded with great media showcasing their product.  

We ended up shooting white-water kayaking, climbing, cliff diving, and mountain biking in the Columbia River Gorge as well as shooting downhill skateboarding and biking in urban Portland.  Jon applied the precision photography from his action sports background and got great performance out of the various athletes, something that he is known for in skateboarding.

We built some ultra-lightweight body, bike and boat mounts and all the athletes agreed they could hardly tell were there.  Jon shot photos on the point-and-shoots with a remote trigger device we concieved. It worked every time and the ads were created entirely from shots from the consumer camera.  


AW100 DIR.
McCann Erickson
Jon Humphries