Her campaign for the minimalist watch brand Nordgreen is a case study in her approach. Instead of showing the watch on a busy street or a boardroom table, photographed a woman in the rain, her face obscured by a collar, the watch face the only illuminated object in the frame. It didn't look like an ad; it looked like a still from a Bergman film. Sales increased 40% after the campaign launched.
"I used to spend hours trying to replicate the folds of fabric in a Vermeer painting," Nitta recalled in a rare 2021 interview. "It wasn't about the realism; it was about the emotion trapped in the texture." Lydia nitta
This psychological approach disarms models and celebrities, allowing Nitta to capture "the mask slipping." She is famous for shooting with a 50mm prime lens—a "normal" focal length that mimics the human eye rather than a telephoto which distances the subject. Her campaign for the minimalist watch brand Nordgreen