Nikon appoints Born Social to inspire a new generation of creatives

Nikon is betting the best way to reach new Gen-Z customers is via social media. Global social-first creative agency Born Social was appointed by Nikon Inc. as its full-service social media agency of record in the United States, according to a press release. The partnership “will see the agency deliver a social strategy and always-on creative program designed to lower the barriers to photography, attract new audiences, and strengthen Nikon’s role across both photography and cinema.”

Born Social’s remit covers social strategy, education-led creative, content production, reactive newsroom activity, and paid social boosting, th A key focus of the partnership is guiding consumers of all experience levels toward selecting the most suitable tool for each creative moment. Nikon’s vibrant community of artists will be served immersive, entertaining and educational content that breaks down the benefits and nuances of the latest mirrorless technologies, as well as advanced and creative tips and techniques.

“We’re thrilled to be partnering with Born Social at such a pivotal moment for Nikon,” said Gina Smeraldi, Senior Manager, Nikon. “Throughout the pitch process, they demonstrated a rare ability to simplify complex product stories and turn them into engaging, social-first narratives that genuinely inspire. Their strategic approach to reaching new audiences, blending education, creativity and cultural insight, was exactly what we were looking for. We were also impressed by their creator expertise, their understanding of community behavior, and their ability to scale content in a way that supports our ambitions across both photography and film. Born Social’s connected production capability, and their enthusiasm and commitment to shooting natively on Nikon equipment, made it clear they were the right partner to help us excite a new generation of photographers and filmmakers while continuing to support and rejuvenate our existing audience.”

“Nikon is one of the world’s most iconic creative brands – a dream fit for a social-first creative agency,” said Paddy Smith, Chief Creative Officer, Born Social, “The challenge ahead is incredibly rich: shifting behaviors, reframing long-held perceptions, and inspiring a new generation of creators to see what’s possible with Nikon. With the acquisition of RED placing Nikon at a pivotal moment in the industry, we’re excited to help shape that cultural narrative through social. It aligns perfectly with our ambition to work alongside world-class brands undergoing major transformation in the social age, and we can’t wait to get started.”

The first phase of strategic work is underway, with the first activity expected to go live from April 2026, spanning social content, education-led storytelling and reactive/content-newsroom activity.