Nikon Ambassador Corey Rich makes a documentary film about three D4S photographers, with a D4S

by Felix Esser

posted Friday, February 28, 2014 at 2:53 PM EST

Now if that isn't a clever marketing stunt! For the launch campaign of the new Nikon D4S, the Japanese camera maker commisioned Nikon Ambassador Corey Rich to make a documentary film about three photographers using the company's new flasghip DSLR – with a D4S. As meta as this may sound at first, when you come to think of it, it actually makes a lot of sense. Because what better way to demonstrate both the stills and video capabilities of your new camera, if not by using one to highlight the other.

As another twist to the story, Rich's team also filmed a behind-the-scenes documentary on the whole process, which highlights more of the camera's video capability. This way, the film manages to tell various stories throughout different layers at once, while being highly self-referential at the same time. The main documentary, titled 'Dedicated,' follows sports photographers Dave Black and Robert Beck as well as nature photographer George Karbus using the Nikon D4S for various projects.

The project is currently in post-production, but a trailer is available already, and it shows how good the D4S is at taking video, In retrospective, Rich writes on his blog that the D4S is "hands down, the best still and HD-SLR camera any of us had ever used." That's quite a lot to say about a DSLR, and it'll need a lot more footage taken under difficult conditions to show what the camera is really made of. But for now, the 'Dedicated' trailer has to suffice – and so far, we can see that the D4S has some serious chops when it comes to video.

(via Digital Trends)