Amsterdam, the Netherlands, 19th November 2015 – Nikon is helping photographers beat the frustration of ‘vemödalen’ - trying to capture something amazing when thousands of identical images already exist - by ‘elevating the everyday’ and transforming the photography of conventionally dull subjects.

Designed to inspire photographers to identify the creative potential of even the most mundane of subjects, Nikon brought together four expert photographers from across the globe to transform ordinary car parks into sensational scenes using the Nikon D750. These pros demonstrate how with the right equipment, ability and mind-set, photographers can create visually striking imagery from the most seemingly boring environments.

“One of the main creative challenges photographers face is capturing the subject matter that will set their work apart from the many similar images that already exist,” explains Adrien Barakat, one of the four lead photographers involved in the project. “It’s easy to focus on the more traditional shots, but a truly creative photographer can find their own story in any environment. We’ve demonstrated that it’s possible to take everyday places and elevate them into something outstanding by mastering the technique, taking the time to understand the subject and preparing the shots properly.”

Juan Jerez: Nikon D750, AF-S 24-70mm f/2.8E ED VR

Aaron Pegg: Nikon D750, AF-S NIKKOR 24mm f/1.4G ED

Each photographer was chosen for their proven ability to find the beauty in things that have limited conventional aesthetic value. Individual interpretations of the brief include Alastair Philip Wiper’s secluded Danish car parks at night that build on cinematic connotations, and Aaron Pegg’s motion portrait featuring a ballerina that encourages the eye to see the leading lines and vanishing points throughout the location. Swiss photographer Adrien Barakat explored the theory that ‘everything is a subject, and every subject has a rhythm’ by illustrating the different ways one car park can be enhanced using its natural anonymity and typology. France-based Juan Jerez played with light and the presence of unexpected objects to demonstrate how the beauty of an image does not depend on the subject, but on the way it is represented.

“Nikon challenged me to inspire fellow photographers to push the boundaries of their creativity and enhance their photography skills at the same time,” says Juan Jerez. “For me, this was an opportunity to demonstrate how the combination of a creative eye and technical experience can reveal the beauty hidden in what many would consider to be insignificant places – not just car parks.”

Alastair Philip Wiper: Nikon D750, AF-S NIKKOR 24-70mm f/2.8E ED VR

Adrien Barakat: Nikon D750, PC-E NIKKOR 24mm f/3.5D ED

Nikon joined Alastair Philip Wiper on his shoot in Copenhagen to capture a behind-the-scenes insight into his response to the project. You can watch this at the following link: https://youtu.be/a5FMiPf3W90

Nikon is challenging photographers across Europe to follow suit by sharing their newly-inspired photography via the #ElevateTheEveryday hashtag.

During the project, the photographers used the following Nikon equipment: 

- Nikon D750
- PC-E NIKKOR 24mm f/3.5D ED
- AF-S NIKKOR 24mm f/1.4G ED
- AF-S NIKKOR 24-70mm f/2.8E ED VR

About the photographers:

Alastair Philip Wiper: Alastair is an English photographer and writer based in Copenhagen. The things that human beings create and build amaze him, and he takes an anthropological approach to the subjects of his photography, seeking out the unintentional beauty in the infrastructure.

Juan Jerez: Juan is a Spanish architect and photographer, working in Paris. He specialises in creating images capable of telling a story; working not with words but with lights, shadows and shape to present a different way of seeing the world.

Aaron Pegg: Aaron is a New York-based photographer who began taking photographs of empty stations in his home city in November 2013. Pictures on Instagram inspired him to pick up a camera and ‘show stations in their “rawest form”, capturing the leading lines, depth of field and symmetry to illustrate their beauty’.

Adrien Barakat: Adrien is a Swiss architect and photographer. His architectural background has allowed him to develop an exceptional critical eye, understanding of space and special attention to detail to express the aesthetic qualities and strengths of his subjects.