Nikon’s Twisted Sister

My relationship with Nikon began with the launch of their first mass market digital compact. The campaign included a full-page feature on the benefits, ease and myths of digital photography in the Mirror and a series of regional competitions linking schools with their local papers. With only PR support, sales of the camera vastly exceeded expectations.

The following year I persuaded the camera bods to be a little more adventurous when launching the Coolpix 2500 to a hard to reach, cash-rich, attention-poor 20-30 year old audience. Using the camera’s ‘twisting’ lens, I created a character called Twisted Sister (a 7ft drag queen) whose outfit mimicked the design of the camera.

Twisted Sister visited bars and clubs taking pictures of the customers. The pictures appeared on the venues’ plasma screens as a Nikon branded photo-montage. The pictures also appeared on a dedicated website. 


The three month campaign attracted over 20,000 site visitors, 11,000 votes and 2,678 competition entries.

My next job was to organise a press trip to Iceland for 40 influential journalists and photographic retailers. Alongside the business presentations in the Reykjavik Grand Hotel, I put together a fun programme which included a fashion show on top of a glacier, snowmobiling, sightseeing and, eating puffin.

November 18th 2015
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An interview with Ty Jeffries aka Miss Hope Springs

Miss Hope Springs will be performing her Christmas show Now it’s Christmas Time at Brighton's Komedia on Tuesday 8th December. Last year’s show, which has been described as 'a glittering glimpse of vintage Vegas’ was completely sold out. Miss Hope has had rave reviews, as well as winning Best Cabaret Brighton Fringe ...
June 18th 2015
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Alex Reid launches Alma Juicing Retreats

Alex Reid, the former cage fighter - who was married to Katie Price from 2010 to 2012 - has set up the Alma Juicing Retreat in Marbella, Spain and is using his expert knowledge of health and fitness to help people get in shape and achieve their weight loss goals. The ...
September 30th 2014
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MBAs from £4000 from the Online Business School

An online business school is revolutionising business education by offering routes to undergraduate degrees and MBAs costing a student as little as £4,000 - while also enabling them to study “anywhere at anytime”. The Online Business School (OBS), founded by distance-learning pioneer John Holden, provides ‘pay-as-you-go’ pathways to business degrees and ...
November 11th 2011
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Meet Lytro’s Light Field Camera, for ‘Living Pictures’

Pictured above is Lytro's new Light Field camera, which doesn't look like any camera on the market. And, being the only camera to focus after you've taken the picture, it doesn't work like other cameras either. With pictures produced on the Light Field Camera, the photographer doesn't have to wait ...
November 10th 2011
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Rocket Fuel UK investigates the role of environment vs audience in effective brand advertising

On Tuesday I went to a breakfast debate hosted by the lovely people at Rocket Fuel UK. For those unfamiliar, Rocket Fuel is a real-time ad targeting company whose technology combines all data-driven targeting techniques, from behavioural to contextual, into one system that automatically adapts campaigns in real time to ...


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