A methodology that transforms photography into a practice of mindful observation.
Nikon Method
Thesis project by the Jam Studio group: Caterina Carlotta Croci, Windy Demetri, Marianna Questa, Eleonora Petiti, Natalia Ruberto, and Francesca Tangari
Academic year
2025-2026
In a context shaped by the constant production of images and an increasingly fragmented attention span, the project reflects on the role of photography as a practice of mindful observation. Nikon Method reinterprets the brand's DNA through a methodology inspired by Japanese philosophy, transforming the act of taking photographs into a daily exercise in presence and intentionality. Photography thus becomes a tool for slowing down, rediscovering the value of details, and building a more authentic relationship with reality.
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
