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

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

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

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