Doug Menuez on location in Hawaii for Nikon

Nikon recently sent Doug Menuez to Hawaii to put the new Nikon D-5200 to the test. The project represents the 10th year that Doug has collaborated with Nikon and Tokyo-based K&L advertising—the kind of long-term relationship that photographers cherish.

“I’m a lifelong Nikon user and have done many campaigns, brochures, and website projects for the company over the years,” notes Doug. “I’ve also evangelized their equipment to my fellow photographers because I completely believe in these cameras.”

Here, Doug explains the unique needs of this particular assignment and shares a handful of his favorite images from his shoots on the big island…

“We shot the first working prototype of the new Nikon D-5200, which is designed to give passionate amateurs more creative tools and pro-quality image files. This was an extremely intense, exhausting production, but ultimately the hard work made the wrap party all the sweeter. And as often happens, I found myself in street clothes up to my neck in water as I hunted for a better angle…

Our producer, Lisa Maria Cabrera from 10th & Hudson, had scoured the world for the right location—including Uruguay, Brazil, Australia, Spain, Charleston—before settling on Hawaii. To illustrate the wide technical range of this camera, Lisa Maria had the extreme challenge of producing five shots a day, with company moves, wardrobe, props, makeup, etc., over a six-day shoot.

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Doug Menuez - Nikon

Photo by Doug Menuez for Nikon.

Photo by Doug Menuez for Nikon.

Photo by Doug Menuez for Nikon.

Photo by Doug Menuez for Nikon.

Photo by Doug Menuez for Nikon.

Photo by Doug Menuez for Nikon.

Photo by Doug Menuez for Nikon.

Photo by Doug Menuez for Nikon.

Photo by Doug Menuez for Nikon.

Photo by Doug Menuez for Nikon.

Photo by Doug Menuez for Nikon.

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We needed to cover sports and action, portraits, landscapes, high-ISO situations, and many other unusual features. The challenge for me was to bring my documentary feel, capturing moments within the context of all the production. Ninety-five percent of the shoot featured real people doing what they normally do: champion surfers riding the waves, rodeo riders roping cattle, famous musicians performing, and so on.

This project marked my 10th year of collaboration with an amazing client who has become a close friend, Gen Umei of K&L advertising, Tokyo, and Nikon. Gen is an extremely talented and creative person. He has created a safe place for me to do my thing and has a rare combination of skills in both business and on the creative side. I always try to have long-term relationships with clients, but this is something truly special for us.”

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One Comment

  1. Posted 12/26/2012 at 5:19 pm | Permalink

    In 1982 Doug Menuez told me about swinging his Nikon F by its strap to knock some poor fellow on the head – the camera was fine he reported. Since then and as a result thereof I’ve bought many, many Nikons and Nikkor lenses. Recently, a D700. Nikon is lucky to have Menuez. Can’t get better marketing than that.


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