A campaign that redefines the value of photography in the age of artificial intelligence.
Archivio del reale
Thesis project by Alessia Scarpari, Cristian Raimondi, Miriam Revelli, Virginia Barisone, and Alessandro Castellani
Academic year
2025-2026
The project stems from a reflection on the role of photography in an era in which artificial intelligence is making it increasingly difficult to distinguish the real from the generated. Archivio del Reale envisions a new identity for Nikon, transforming it from a camera manufacturer into a guarantor of image authenticity. Through Nikon Base-Archive, a photographic certification and archiving system, each photograph becomes a verifiable record of the present, restoring meaning and value to the very act of taking a picture.
Nital invited students to rethink the language through which Nikon communicates its identity, engaging with the transformations of contemporary photography and the evolving ways images are created and shared. Through the development of integrated communication campaigns, the project explored strategies, experiences, and visual languages capable of connecting the brand with a new generation of photographers, filmmakers, and content creators.
Supervisor: Damiano Gui
Project from the courses of
