Digital Natives snaps up Fujifilm brief

A London social-first marketing agency has secured a major new account to help an iconic camera brand connect with a new generation of creators.

Digital Natives has been appointed by Fujifilm to lead its social strategy after a competitive pitch, with a remit to launch the iconic camera brand on TikTok and strengthen its appeal among Gen Z creators.

The partnership will see the agency develop a social-first ecosystem focused on creativity, curiosity and emotional storytelling, helping Fujifilm build a stronger presence across emerging platforms.

Digital Natives will oversee Fujifilm’s TikTok launch, create a scalable creator-led content strategy and develop community initiatives designed to bring together photographers, creators and enthusiasts through shared experiences and culturally relevant content.

Oliver Elmes, co-founder of Digital Natives, said: “Fujifilm is one of the most iconic camera brands in the world and is uniquely placed to lead a new era of storytelling. 

“This partnership is about building a world where anyone can pick up a camera and see things differently. 

“We can’t wait to get started.”

Amy Bates, digital and content marketing manager at Fujifilm, added: "Digital Native’s comprehensive pitch demonstrated a deep understanding of Fujifilm’s goals and brand personality. 

“We are thrilled to partner with them as we head into an exciting new chapter in our social media journey."

The appointment follows the Ingenuity Group’s MAD//Meets networking event, where brands and agencies connected through a new format focused on the influencer and social media sector.

Duncan Wood, managing director of Ingenuity Group, added: “This partnership brings together two companies with a clear ambition to connect with audiences through culture and creativity.

“Digital Natives presented a compelling vision for how Fujifilm can build deeper relevance with Gen Z and we’re delighted to have helped bring the partnership together via MAD//Meets. 

“We’re looking forward to seeing the work come to life.”

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