The Nikon “I AM” advertising campaign was launched in Europe across television, print and digital media. It was an emotionally driven campaign that conveyed personal stories, and was delivered in collaboration between Nikon and F1RST & SYD Airport Tax and Duty Free. Within this global campaign, I delivered the digital and print collateral utilised in Duty Free airports across Australia. The design brought to life consumers’ insights and reinforced that “it’s not what you do, it’s why you do it”. This was a massive campaign that reached tens of thousands of travellers daily and lifted Nikon sales figures over the course of the promotion.