In 2016, we launched Nikon Asia's Instagram, featuring photographers and locations across Asia Pacific.  

Rather than simply appearing on the app, we decided Nikon should launch with a campaign celebrating "firsts" considering this is their first debut on the platform.

We asked several Nikon photographers in Asia to share photos and stories of monumental "firsts" in their photography; whether it was the first time they successfully executed a technique, first time shooting with a new piece of equipment, or first time shooting a certain subject. 

With this campaign we not only inspired, and encouraged photographers to reflect on their past, but also create new Firsts. Within the first few weeks of the launch, we had over a thousand tagged submissions, and two years later, the hashtag is still alive.