The first of five ads in Nikon's "Pure Photography" ad campaign shows a guy "alone in a bleak landscape", as the accompanying blurb informs us, adding, "Something has been missing in his creative life."
He certainly looks as if he has things on his mind; perhaps he's worried about how much he'll have to shell out for the new camera, or maybe he's concerned about claims that it'll have no video functionality.
Being a teaser (check it out below), Nikon doesn't actually show us the camera. Instead, we can hear it in all its retro glory. By that, we mean we can hear the heavy clicks as the actor turns the shooter's dials, and then, the real giveaway, the sound of the shutter, one that'll be familiar to those with experience of film SLR cameras and which may cause a warm, fuzzy feeling in their tummies. Go on, have a listen and lose yourself in a haze of nostalgic bliss.
Nikon Rumors claims the new camera will be called the Nikon DF, with DF standing for Digital Fusion. Design-wise, it's expected to resemble the camera maker's old F3 film cameras (above) popular with professional photographers in the 1980s and beyond.
The DF's autofocus system is rumored to be the same as Nikon's recently released entry-level full-frame D610 camera, with 39 points. Additionally, the upcoming camera is thought to incorporate settings for 1:1, 3:2, and 16:9 aspect ratios. Add a full-frame FX sensor, an EVF/OVF hybrid viewfinder, and a Nikon 50mm f/1.8G lens and we may have ourselves a very stylish piece of kit.
Now Nikon has rolled out its first ad, we probably don't have too long to wait before the big reveal - in fact, there's already a space for it on Nikon's website alongside its other full-frame offerings.