New York, January 22 2026 – Global social-first creative agency Born Social has been appointed by Nikon Inc. as its full-service social media agency of record in the US. The partnership will see the agency deliver a social strategy and always-on creative program designed to lower the barriers to photography, attract new audiences, and strengthen Nikon’s role across both photography and cinema.
Born Social’s remit covers social strategy, education-led creative, content production, reactive newsroom activity, and paid social boosting. A key focus of the partnership is guiding consumers of all experience levels toward selecting the most suitable tool for each creative moment. Nikon’s vibrant community of artists will be served immersive, entertaining and educational content that breaks down the benefits and nuances of the latest mirrorless technologies, as well as advanced and creative tips and techniques.
Nikon is seeking to energize existing users while impelling a younger, social-first audience – from smartphone shooters curious about learning photography, to beginner photographers, travel and lifestyle creators, and emerging creators looking for higher-quality tools. The brand is also primed to make waves across social following Nikon’s acquisition of RED, the iconic cinema brand, and the launch of its Z Cinema line. Born Social will help Nikon demystify mirrorless technology, bring clarity to product choice, and build confidence through social-first education, simple creative briefs, and hands-on creator-led demonstrations.
As part of the partnership, Nikon is fully equipping Born Social’s production team with Nikon gear including cameras and lenses, and investing in ongoing training across the entire product line-up. Born Social’s work for Nikon will be shot on the brand’s equipment, strengthening a seamless and collaborative working model.
Gina Smeraldi, Senior Manager, Nikon, said: “We’re thrilled to be partnering with Born Social at such a pivotal moment for Nikon. Throughout the pitch process, they demonstrated a rare ability to simplify complex product stories and turn them into engaging, social-first narratives that genuinely inspire. Their strategic approach to reaching new audiences, blending education, creativity and cultural insight, was exactly what we were looking for. We were also impressed by their creator expertise, their understanding of community behavior, and their ability to scale content in a way that supports our ambitions across both photography and film. Born Social’s connected production capability, and their enthusiasm and commitment to shooting natively on Nikon equipment, made it clear they were the right partner to help us excite a new generation of photographers and filmmakers while continuing to support and rejuvenate our existing audience.”
Paddy Smith, Chief Creative Officer, Born Social, added: “Nikon is one of the world’s most iconic creative brands – a dream fit for a social-first creative agency. The challenge ahead is incredibly rich: shifting behaviors, reframing long-held perceptions, and inspiring a new generation of creators to see what’s possible with Nikon. With the acquisition of RED placing Nikon at a pivotal moment in the industry, we’re excited to help shape that cultural narrative through social. It aligns perfectly with our ambition to work alongside world-class brands undergoing major transformation in the social age, and we can’t wait to get started.”
The first phase of strategic work is underway, with the first activity expected to go live from April 2026, spanning social content, education-led storytelling and reactive/content-newsroom activity.
The win builds on Born Social and parent company Croud’s momentum in the US, after winning Chapstick in the last year.
As part of the agency’s US growth strategy, Born Social has strengthened its leadership team with the recent relocation of Chief Creative Officer, Paddy Smith and VP of Clients and New Business, Sarah Rainford, who will lead the agency alongside Steph Ross, VP of Social & Influencer, already in market in the New York office.
