Nikon Teases New Retro-Styled Full-Frame in Mysterious ‘Pure Photography’ Ad

Shortly after Sony announced the mirrorless a7 and a7R full-frames, rumors broke that Nikon had a new full-frame of its own coming in short order. As release dates and spec lists have begun to fly, anticipation has understandably grown; and now, Nikon is adding fuel to that fire by releasing a short teaser video for a “pure photography” camera.

The video doesn’t show the camera and is, as you might expect a teaser to be, quite mysterious. It gets its retro point across by letting you hear the camera instead. A set of loud clicks and a solid shutter sound that lend credence to the fact that this will harken back to the FM2 and F3 film cameras of old.

Originally, rumors had the retry-styled full-frame looking like the FM2. Now they're saying it looks more like the F3.

Originally, rumors had the retry-styled full-frame looking like the FM2. Now they’re saying it looks more like the F3.

Also, since we first reported on the camera, a bit of additional information has leaked out. In addition to the basic specs we filled you in on here, Nikon Rumors is reporting that this “pure photography” camera will have NO video capabilities, an EVF/OVF hybrid viewfinder, no AA filter and possibly a hybrid mechanical shutter.

The video briefly reveals the 50mm f/1.8G lens the new FX cam is rumored to be paired with, so that seems legit. And if NR’s pricing info is correct (this they tell you to take with a grain of salt) the camera — which may be called the D4H — will cost $3,000 for the body only and $3,300 with the 50mm lens… so much for hoping it would compete with the Sony offerings in terms of price.

We know not everyone is fond of rumors given the sometimes copious amounts of salt that must be ingested alongside them, but you won’t have to wait long for the teaser to turn into a real announcement. Although it seems the camera will NOT make an appearance at PhotoPlus, the expected announcement date is November 6th.

(via Nikon Rumors)

Image credits: Nikon F3 by Martintoy

  • Stan B.

    $3,000!!! Looks like I’m sticking with my F3 and FM3A- as pure as it gets.

  • Lauren

    “It’s in my hands again” implies using a camera that the photographer has already used. This implies that the digital back for existing Nikons has been made a reality.

  • Panchoskywalker

    Santa Claus doesn’t exist. What’s in his hands again is the spirit of his old camera.

  • theart

    Or you could just get the F3 and about 700 rolls of Tri-X…


    Should have made it $2000 and kill Sony’s A7

  • Andy

    That’s exactly what I was thinking!

  • dannybuoy

    I think this every time I use my Leica ;-)

  • Fernando

    Best video ever! I like how they play with emotions and make you want to know what, how and when.

  • Spider- Man

    don’t forget developing costs!!! ;)

  • sean lancaster

    While the NO video capabilities appeals to me, the price leads me to realize I like the deal on the Sony A7 better.

  • Gari

    That was just an unconfirmed rumours. If you read the comments on the NikonRumours post, many suggest that that price (and D4H name) may actually refer to a completely different yet unannounced camera.

  • Vlad Dusil

    Please Nikon, take my money already.

  • Steve Stevenson

    The clicks sound like a shutter dial being moved. Rather than a wheel.
    That would be great.

  • vinterchaos

    No one cares.

  • clipper

    Assume dSLR sales are slowing then? :-)
    Now what haven’t we tried marketing to get yet more cash from the punters??

  • dannybuoy

    My mum does

  • csmif

    no one cares about her either

  • Mark Gold

    $3000 for a camera devoid of bells and whistles is insane! Yes, it’s what I really want in my next digital camera, but c’mon Nikon, seriously? I really hope the rumored price is way off.

  • dannybuoy

    The people in the care home do


    the 3000 $ is from a anonimous source, the price it will be more likely under d610 and video mode is in, but (limitated D4 version?)

  • gerfa

    with 2 & 1/2 BIG lenses? good luck ;-)

  • Stan B.

    True, Gari; as of yet, these are all rumors. I hope it’s cheaper for everyone’s sake- $500 is not gonna affect me either way…

  • tron

    which if you do yourself is incredibly cheap :P

  • tron

    someone’s jealous

  • Renato Murakami

    “It’s in my hands again…” camera tilts down, guy has just divorced… he’s holding his dingle dongle.

  • fsjal

    Nope, with my collection of manual Minolta glass. I’m pretty sure I couldn’t use them on this new retro Nikon.

  • John Wilmot

    I wouldn’t dream of steering anyone off course from this camera conversation, but would someone out there have some insight into where this promo was shot? To my surprise, I was just fishing through my LR catalog and saw that I had taken some photos from the exact same place during a road trip through the Highlands in Scotland last summer but cannot recall exactly where it is. It’s a shame film cameras don’t geo-tag. Maybe this new Nikon will.

  • Andres Trujillo

    no one cares about them either (I just want to see where this is going)

  • Alexander Petricca

    With a £3000 price tag I think it’s fair to assume it’s targeted at pro users. In my opinion the advert is targeted at the consumer market making me believe that this is likely NOT the actual pricepoint. Can’t believe how excited I am about the thought of a manual only, metal bodied SLR- and I’m a Canon shooter.

    Edit: $3000.00 not £

  • Woody ONeal


  • Woody ONeal

    the digital back would be sexier than Beyonce.

  • Woody ONeal

    …runs to local pawn shop to search for old Nikon’s

  • Zos Xavius

    hybrid viewfinder? really? very interesting…..

  • John Adkins

    CLS CLS CLS CLS CLS CLS (oh, and under $2000) CLS CLS CLS

  • Stan B.

    It’s even more fun picking up an original F3 in Ex Cond for $300, rather than this one for $3,000 which will be outdated and replaced in three years…

  • dannybuoy

    They’re minimum wage immigrants. Make up your own mind

  • Daniel Tian

    Why does having no video appeal to you? You’re not forced to use it.

  • Scott M.

    Now we know the name is Nikon DF (Digital fusion)
    All the other details are just speculation. Nikon has launched a really fun mystery series of short video and prints on FB to tease all the fanbois. Maybe one a day.
    This is actually pretty fun to watch as it started developing last night.

  • Dikaiosune01

    Breaking news!!!! Photographers buy cameras. Building cameras that photographers want will improve sales. This up-and-coming camera appreals to those photographers who used the familiar nikon f3.

  • flightofbooks

    The D4H name and pricing info were bogus. Nikon Rumors has updated to say it will be called the DF. No word on pricing but it will probably be priced to compete with the Sony a7, so around 2k for the kit would be a good bet.

  • flightofbooks

    unless you shoot video (which believe it or not, a lot of photographers don’t) it’s a useless gimmick.

  • flightofbooks

    I want to both uprate and downrate this comment at the same time.

  • flightofbooks

    given that the report that gave the $3000 also gave a model name that turned out to be bogus, I highly doubt that figure is at all accurate.

    It’s almost certainly going to be priced to compete with the a7.

  • flightofbooks

    hahhahah, in your dreams.

  • narikovera

    мʏ ɴɛιɢнвօʀ’ѕ мօтнɛʀ мαĸɛѕ $69 αɴ нօυʀ օɴ тнɛ ιɴтɛʀɴɛт. ѕнɛ нαѕ вɛɛɴ ғιʀɛɖ ғʀօм աօʀĸ ғօʀ ѕɛʋɛɴ мօɴтнѕ вυт ʟαѕт мօɴтн нɛʀ քαʏ աαѕ $21057 ʝυѕт աօʀĸιɴɢ օɴ тнɛ ιɴтɛʀɴɛт ғօʀ α ғɛա нօυʀѕ. αвօυт нιѕ…­ ­

  • Daniel Tian

    Useless for you maybe, but I’m still not seeing how the exclusion of a feature is an appeal.

  • Spray and Pray

    replacement will be in less than a year if they find a dust in the sensor and rename to D4H10 (if they name this D4H) :)

  • Joe

    No video? Well forget it, you will not be getting my business.
    And $3000? Oh c’mon.
    A7, i’ll throw on the a mount adapter and slap my a mount lenses and have some amazing photos and some amazing uncompressed 4:2:2!

  • Jake

    No video would mean a cheaper camera, and fewer buttons and settings to fumble through.

  • vinterchaos

    Of a camera brand I could care less about?