nikonfullframe

Nikon Rumors is reporting that the mystery full-frame camera Nikon is said to announce at Photokina next month, the one that some speculated would be a 'true' replacement for the D700, will actually be marketed as an "action" camera.

But don't take that to mean that this will be some sort of full-frame GoPro. It's not going to be an action camera in that sense. NR believes it will instead be a Nikon FF DSLR marketed specifically to action sports shooters.

One of the most simultaneously exciting and vague photography announcements to come out of CES this year was the official confirmation that Nikon's new flagship D4S is on the way. And even though very few details were revealed -- find out about those here -- attendees were given the opportunity to stare longingly at a D4S that the Nikon folks had brought with them to their booth.

If the Nikon "Pure Photography" teaser videos left you wanting a lot more in terms of info or pictures of the upcoming Nikon DF retro full-frame, you're in luck. Less than 24 hours before we expect the camera to finally make its official debut, several press pics of the shooter have leaked.

A Bohemian-looking man stands in a picturesque Scottish glen. Wild grasses sway in the wind, green hills loom to either side and moody, dark clouds drift along above. The man takes in the scene and fiddles with a camera around his neck. We hear satisfying mechanical clicks as he sets the aperture and shutter speed.

The shot cuts to a wide view of the man in the landscape, and we see him lift the camera to his eye, although it is still obscured from view. Another satisfying snap as he trips the shutter, and the screen fades to black. Then a brief flash of the front of a lens, and the words "Pure Photography" in dainty, white lettering.

The Nikon full-frame teaser campaign continues with yet another video of the solitary Nikon user making his way across Scotland -- discovering himself as we slowly discover the rumored camera, supposedly called the Nikon DF.

Whether or not the camera will live up to the hype, we won't know until we've gotten our hands on it. But if there's one thing Nikon is doing right regarding the soon-to-be-released retro-styled full-frame, it's building a crap load of hype.

We've already had one teaser trailer (which you can watch here), and now, Nikon has released another, this one giving us tantalizing split-second glances of the camera that we didn't see at all in the previous 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.

There's no denying that the Sony a7 and a7R made quite the splash in the photographic industry both before and after their official arrival. With full-frame sensors, a mirrorless design and price tags that make at least the a7 cheaper than even the most affordable full-frame alternatives, Sony hit the trifecta.

But a new rumor seems to indicate that Nikon, at least, wants to get in on some of the action by releasing a new retro-styled full-frame that will compete directly with Sony's offerings.