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I AM FULL FREEDOM – The Nikon FX Experience - A Recap

SINGAPORE – 3-5 October 2014 – Nikon Singapore’s inaugural “I AM FULL FREEDOM” consumer launch of the Nikon D750, Nikon’s latest FX full-format DSLR camera, was met with spectacular response from media and photography enthusiasts. In fact, the 900 seats available for the various talks held at the Funan DigitaLife Mall were snapped up within a few hours.

The three-day event also provided consumers with the opportunity to play with the latest Nikon full-frame DSLR cameras, test-drive super telephoto zoom NIKKOR lenses such as the AF-S NIKKOR 400mm f/2.8G ED VR, as well as hear from internationally-acclaimed Nikon New Zealand Ambassador Chris McLennan, and Nikon Professional Photographers Alex Soh, Bryan Foong and Imran Ahmad.

With the premise of thrilling audiences with Nikon’s latest D750 DSLR camera, a large impressive two-storey camera podium was set up. This was the first-ever 2-story setup that Nikon has ever done within a shopping mall in Singapore, and also a first for Funan DigitaLife Mall. The atrium was transformed into an exciting space with a camera hands-on demo section, exhibition space and a stage set-up for talks and performances.

Enthusiastic and aspiring photographers came especially to test out the functions and capabilities of the latest D750, while shoppers were also given a special gift of a 32GB SanDisk Connect Wireless Media Drive, when they purchased the Nikon D750 during that weekend. Furthermore, each day 100 participants were also entitled to a free camera sensor cleaning service to enhance the experience.

Hands-on with the Nikon D750

The Nikon D750 is Nikon’s smallest and lightest FX-format (full frame) DSLR camera to deliver incredible image quality in an ideal package of enriched features. Many photographers who came to test the camera witnessed for themselves the versatility of this new D750 with its tilting LCD Monitor and built-in Wi-Fi® function, in line with the event’s theme “I AM FULL FREEDOM”, which depicts the camera’s ability to allow greater freedom of photographic expression in its new slim and durable body.       

Consumers trying their hand at the Nikon FX range of cameras and lenses at the two-storey Nikon camera podium.

Educational Photographer Talks

The next major highlight over the three days was the chance to hear from renowned photographers in their professional fields of expertise.  Participants got to hear from Nikon New Zealand Ambassador Chris McLennan and Nikon Professional Photographers Alex Soh, Bryan Foong and Imran Ahmad as they discussed all things photography as masters of their own genre of photography.

Each of the four photographers presented a different viewpoint about their journey and experiences – from Chris’ experience in wildlife, Bryan’s expertise as a wedding photographer, Imran’s journey into the deep blue sea as an underwater photographer, to Alex’s passion to capture beautiful landscapes during his travels.

Panel discussion with (L-R) Nikon Professional Photographers Bryan Foong, Imran Ahmad, Alex Soh and Nikon NZ Ambassador Chris McLennan at a pre-event media session.

Chris McLennan during his session on “A Walk in the Wild Life of Chris McLennan” (left) and Imran Ahmad engaging the crowd during his session on “An Underwater Realm” (right)

New Zealand ambassador Chris McLennan led four talks from Friday to Saturday. “Travelling Light” provided participants with a firsthand glance into Chris’ career journey and insights into what it takes to become a successful travel photographer in today’s digital era, while “A Walk in the Wild Life of Chris McLennan” saw Chris sharing about how he captured the amazing images seen in his “Car-L meets the lions” viral video and other stunning wildlife imagery.

Participants were also transported into “An Underwater Realm” in a rare and humorous dialogue session with Imran Ahmad, as he rekindled some of the most beautiful, intense and scary moments in his 19 years of experience creating LIQUID ART in the Ocean.

Alex Soh also engaged the crowd with his range of inspiring and informative talks. Alex’s session on “The Story Behind Each Picture” gave participants an intimate look into how he crafts his work and touched the lives of many people along his journey, based on his guiding philosophy of “Capturing with your heart”.

Award-winning wedding photographer, Bryan Foong shared his tips on “WOW (Works of Wedding)”, showcasing his adventures and experiences travelling the world pursuing true love pictures, and also addressed how he pushed the boundaries of wedding photography.

Alex Soh during his session on “The Story Behind Each Picture” (left) and Bryan Foong (right) during his session on “WOW (Works of Wedding)”.

Inspiring Photo Exhibitions

Consumers were also transported to a different place as they admired the photographers’ works at the specially-designed exhibition area, which showcased the top picks from each photographer – wildlife, underwater, wedding and landscape imagery. 

The photographers were also often found sharing their experiences and photography insights with eager visitors who were impressed with their works and wanted to chat up-close with these photographers. 

Nikon New Zealand Ambassador Chris McLennan (left) and Nikon Professional Photographer from Singapore, Bryan Foong standing at their photo exhibition walls 

Nikon Professional Photographers Imran Ahmad (left) and Alex Soh (right) pose with their exhibition walls

Hopping on the Freedom Bus

Consumers were also treated to a “FREEDOM Bus” chartered city tour which brought them on a round trip from Funan DigitaLife Mall towards the Marina Bay Cruise Centre, while passing by the Marina Bay Sands, Suntec City, Esplanade and other city spots. Camera sets available on the bus allowed participants to test out the full functions of Nikon’s FX camera range by shooting the urban scenery and landscape on the second level of the open-top bus.   

Participants enjoying the 360° scenery and testing out Nikon’s FX cameras during the open-top FREEDOM bus tours around the city

Mall performances and Model Shoots

Finally, exciting acts and mall performances hyped up the three-day event at every hour with the thumping beats of the Japanese Taiko Drums, fire juggling by Jimmy the Fire Juggler, and freestyle football stunts by the Urban Street Team.

There were also models with ‘yellow hair’ for a distinctive Nikon colour and Harley Davidson models and bikes, which drew long queues from enthusiastic photographers determined to get a shot of the lanky models. These events presented numerous photo opportunities for everyone who came down for Nikon’s FX experience.

Mall performances such as the Japanese Taiko Drums (left), and fire juggling (right) and other shows entertained guests at every hour

Photo opportunities with the Nikon (left) and Harley Davidson models (right)

It was indeed a full three days of fun and a great way to kick off the long weekend!

Great Memories and FX Experience

I AM FULL FREEDOM participants expressed their thanks on Nikon Singapore’s Facebook page.

Camera enthusiast Tuck Loong mentioned, “‪Thanks Nikon… for organising this. Thoroughly enjoyed ourselves this past few days, keep up the good work!” ‬‬‬

Meanwhile, ClubSNAP member, ‪Vivek Tanavde‬ said, “Had a great time listening to Bryan & Alex. Thanks guys.‬‬‬‬‬‬”‬‬‬‬‬‬‬‬‬‬‬

Here are some thoughts from the photographers:

Alex Soh
: “My Nikon camera is like a buddy that has accompanied me throughout my travels around the world. The past 20 years have been nothing short of amazing. Nikon’s I AM FULL FREEDOM event and roadshow was wonderful. I’m proud to be able to showcase my work at the exhibition and to have been given the opportunity to inspire more photographers through my workshops. It is important that we continue to help and teach the younger generation of photographers though these kinds of sessions.”

Imran Ahmad: “The Nikon I AM FULL FREEDOM event was an out-of-this-world experience for like-minded people... I was so impressed with the turnout and quality of the show. Looking forward to greater and better events in 2015!”

Bryan Foong: “I imagine a society where people feel inspired to go to work and get home at the end of the day feeling accomplished by the work they do and that they have contributed to something far greater than themselves. At every assignment, I believe in challenging the boundaries of what can be achieved. Photography may be as easy as pressing a button but to be a great photographer, it's the journey that eventually makes the photograph.”

And finally, in the words of Chris McLennan, “With a camera in our hands we can bridge cultures, discover new friends, share knowledge through our images and bring the whole world closer."

Singapore International Photography Festival 2014


If you’ve missed I AM FULL FREEDOM, be sure to catch Nikon again at the 4th edition of the Singapore International Photography Festival (SIPF) on 18 October 2014 at DECK!

Join us on 18 October 2014 from 9am – 9pm at the new photography hub, DECK, located at 116 Prinsep Street. Made up of 19 refurbished container blocks, this is a first-ever space dedicated to photography that is constructed purely for the Singapore International Photography Festival (SIPF).

The exciting news is that Nikon will be taking over DECK for one full-day on 18th October, bringing you a full day of workshops and talks.

On board this event are Nikon Photographers Elliot Lee, Calvin Huang, and Edwin Koo, whom will be leading various photography workshops and sessions throughout the day. Participants will learn how to capture their best architectural shots, find out more about documentary photography as well as participate in a fun light-painting workshop at night. So if you had missed I AM A FULL FREEDOM, you’ll a chance to test out our gear again during the hands-on session with latest Nikon FX-format full frame DSLR cameras from 2 – 4pm.

For more information, please visit:

Details also available at