Funny Spoof Pokes Fun at Nikon’s ‘Pure Photography’ Teasers

Nikon has spared no amount of hype getting ready for the release of the rumored Nikon DF full-frame retro-styled camera. But all of this throwing around of high-brow terms like “pure photography” and five full teasers worth of mechanical whirrs and clicks and peeks at the camera’s design has also opened the company up to a little bit of mockery.

Put together by Australian portrait photographer Matt Granger (formerly ThatNikonGuy), the video above offers a little bit of comic relief from all of the anticipation by poking fun at the way Nikon has chosen to get folks excited about its new camera.


From the nature sounds looping in the background, to the loud clicks and inspirational tidbits, to the dimly lit shot of the camera, Granger hit the “Pure Photography” nail on the head. But, of course, it’s not the rumored DF he’s teasing in the video:

I want something simple, timeless and elegant. I want something with astounding build quality, and full manual controls… So i bought myself… a film camera. They still sell ‘em. This cost less than a hundred bucks.

So check out the video at the top to get your laughs in for the day, and check back over the next couple of days so you don’t miss the official announcement.

(via Reddit)

  • Rob Elliott

    oh.. him… lost interest.

  • Shane

    Hahaha yes!!!

  • Boydieboyd

    Nope, didnt make me laugh…

  • Sebastian Roxeno

    can tell you the opposite … had a lot of stupid digital gear that make me bored … sold all them and startded to shoot an print film again … now I feel more creative an happier than ever ;) …

  • Jonathan Maniago

    I wouldn’t call it “funny”, but the guy does have a point.

  • Lucas Hoffmann

    I just love Matt

  • csmif

    This campaign is definitely spoof worthy, but this failed

  • Sterling

    That was weak.

  • Kumbala

    who cares?

  • Kumbala

    where is “hitler about the nikon DF”?

    no video? how can we conquer 8% of the market share when our engineers build no video in our cameras?

    out… everyone out…. except the body designer.

    oohhh if i only had the time and a youtube account… ;-)

  • bob cooley

    Gear can’t be stupid, only people can. The camera, digital or analog is just a tool.

    You get out of it what you put into it.

    The challenge that most photographers (and I shot film for almost 20 years) is that because digital can seem so easy, they don’t spend the proper amount of time to perfect their craft using the tool. In short, digital can make you lazy.

    I used to lament the fact that the darkroom, and my almost 20 years of expertise in B&W (and 10 years in color) printing are all for naught – because i can make a print off of higher end printers every bit as nice (if not better) as a C-print of Silver Gelatin print; but the reality is that all that background in analog has really helped my hone my craft in digital image creation.

    A tool, analog or digital cannot make you more creative – only you can do that.

  • Daniel

    100$ for a 50mm F/1.2

  • Some_asian guy

    Would have been 100 times better if he had his model Tina in it. Yummy

  • eltiare

    As of this moment, 9 people do.

  • Mary

    Your momma.

  • Hynee

    Wait for them to announce the price…

  • Fred Upz


  • collinnyo145

    my Aunty Mila recently got
    Audi Q5 Hybrid by working parttime from a macbook… here are the findings

  • Lago Baikal

    I bought a Konica Autoreflex T2 + a Hexanon 57mm F1.4 last week for 90 argentinian pesos, that´s about 15 US dollars. The seller said that “it was broken”, the truth is he no idea what he selling :D

  • Eugene Chok

    lol a lucky score or it could be interpreted as ripping some poor guy off is not market value