Photos taken by Nikon Ambassador Ami Vitale tagged with #nikond5s on Instagram

Several photos taken in Africa by Nikon Ambassador Ami Vitale were tagged with #nikond5s on Instagram. Of course this could be a typo, but it could also be the promo campaign for the Nikon D5s camera:

Update - here is the email I received from Ami Vitale:

"I saw your article about the rumored Nikon D5S. I'm very sorry for the confusion. The images were taken with a D5. That was a typo on my Instagram captions. Thank you for catching it! I'm correcting now."

Shorty the giraffe loves to give kisses! Here he greets wildlife keeper Banki at Sarara Camp (@sararacamp) on the Namunyak Wildlife Conservancy in Northern Kenya. Shorty, or "Fupi" in Swahili, will go back to the wild once strong enough to survive on his own. He is a reticulated giraffe, which scientists have recently determined to be one of four distinct species of giraffe. Reticulated giraffe number about 8,000 individuals — as a separate species, it makes them some of the most endangered large mammals in the world as the population has dropped an estimated 70 percent in 15 years. The excellent wildlife keepers at Sarara and nearby Reteti Elephant Sanctuary (@r.e.s.c.u.e) are working hard to rescue and rehabilitate abandoned and orphaned animals. @nrt_kenya @lewa_wildlife @nature_africa @kenyawildlifeservice @natgeo @natgeocreative @thephotosociety @nikonusa #giraffe #savegiraffes #reticulatedgiraffe #stoppoaching #kenya #northernkenya #magicalkenya #whyilovekenya #africa #everydayafrica #natgeolodges #nikonusa #nikonlove #nikonnofilter #nikonambassador #nikond5s #photojournalism #amivitale

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Video by @amivitale. A baby elephant takes a splash in the cooling mud at Reteti Elephant Sanctuary (@r.e.s.c.u.e) in Northern Kenya. Elephants cover themselves in mud as a shield against the harsh sun and the rescued elephants being cared for at Reteti are instinctively teaching each other many of these useful skills. Read more about Reteti in my @NatGeo story: Follow @r.e.s.c.u.e and nearby @sararacamp to learn more about these initiatives and help support their work! @lewa_wildlife @nrt_kenya @nature_africa @conservationorg @tusk_org @kenyawildlifeservice @sandiegozoo @natgeo @natgeocreative @thephotosociety @nikonusa #elephant #saveelephants #retetielephants #stoppoaching #kenya #northernkenya #magicalkenya #whyilovekenya #africa #everydayafrica #nikonusa #nikonlove #nikonnofilter #nikonambassador #nikond5s #photojournalism #amivitale

A post shared by Ami Vitale (@amivitale) on

Thanks Broxibear!

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  • ZumaCraig

    Could just be Multiple D5’s though and not D5s..

    • could be, here for example the hashtag is #nikond5

      • marymig

        Fascinating….expect it is reference to Nikon D5s. Unlikely to be plural. Sneaky.

      • Spy Black

        Maybe just Nikon’s way of hinting? How long would an ambassador remain one as a blabbermouth?

      • Proto

        How did you find this needle in a haystack tag of D5s : )

        • It was Broxibear – he is very good at this 🙂

  • br0xibear

    Just to add a little more context, Ami Vitale is one of the most highly regarded photographers on the Nikon Ambassador list, she comes across as a very careful hashtag user, she tags D5, D500, D4, D4s in different images, not all on the same image as generic blanket tags.
    Yes, it could be a simple typo/mistake, but it’s also a reasonable assumption to make that there’s going to be a D5s, and Ami Vitale might have one for testing purposes.
    Make up your own mind.

    • Eric Calabros

      So he is careful to not copy paste tags, but inattentive enough to tag an under-NDA name?

      • br0xibear

        Ami is a “she” not “he”, I don’t know if she’s signed any NDA regarding the name.
        As I said, make up your own mind.

        • John Albino

          And not to be confused with AMY Vitale, professional wrestler and model.

          AMI Vitale is known as a photojournalist and documentary filmmaker as well as a Nikon Ambassador and NatGeo Contract photographer.

          Both ARE women, though,….

    • Yes, I saw several D5 hashtags with and without the “s” and even some #nikond4s. I did not see any #nikond500s or #nikond850s with “s” for plural.

      • br0xibear

        Hmmm, interesting that Ami got in touch with you to clarify the hashtag. 4 weeks ago a comment was left on one of her Instagram posts about the d5s tag, but she didn’t respond to it then.
        No Ami Vitale images in any D5s promo material then? Lol

        • We shall see 🙂

          • br0xibear

            where there’s smoke there’s fire…and sometimes a few mirrors.


        • Ami Vitale

          I try to respond but often not able to read all the comments on IG. Feel free to get in touch by good old fashioned email!

          • br0xibear

            Cool…it wasn’t me who commented on the Instagram post I mentioned.
            It’s rare that Nikon Ambassadors comment here on nikonrumors (I think it happened once years ago), hope you don’t get into any trouble.

            • I hope Nikon moves to the 21st century and don’t get people in trouble just for commenting here.

            • br0xibear

              I think Nikon are still in a bad mood with us after the D4 and D800 “leaks”, lol.

            • Well, do you remember the D5 sitting is a store window in Cyprus?

            • br0xibear

              Yeah…wonder what happened to the person who left it behind?
              Then there was the South Korean photographer with the D4s taking selfies in a lift.
              Someone’s got a D5s, even if Ami hasn’t, lol.

            • I am still not sure there will be a D5s.

            • br0xibear

              I haven’t heard anything saying there won’t be a D5s. If there was no D5s then Nikon would have to introduce a D6 in 2019, waiting until 2020 would be too big a gap.

              Keep an eye on the EXIF data from those PyeongChang images in 7 weeks.

            • Maybe that is the whole idea of skipping the D5s – to bring the D6 sooner. Again, I don’t know anything about the D5s/D6 – I am just speculating.

            • Allan

              The “Rumors” in Nikon Rumors is a gross understatement. You are excellent at telling us what is the level of certainty in the information that you post.

              You have my continuing thanks and appreciation for your intelligent website.

            • I think the whole point about having a rumor site is its accuracy. Everybody can make up stuff and post them online and several rumor websites just do that. I can make up some D5s specs today and I will get a lot of clicks, but I prefer a more conservative approach. Of course I have made a few mistakes in the past as well.

            • br0xibear

              Yeah, maybe. As I said I have no particular information about the D5s to date, speculating…
              There’s always been an “S” model of the flagship, in their 100th year are Nikon going to skip updating their flagship camera ?, they usually stick to the same way of doing things. I’ve seen a lot of D4 and D4s bodies appear on the used market, to me that suggests an upcoming D5s, but it could also be people selling to buy a D850…again, just speculation.
              If I had to put money on it, I’m saying D5s in March.

    • Allan

      What do you think? 🙂

      • br0xibear

        I think she probably had one for testing, just like photographers had the previous models for testing.

    • marymig

      Looks like Ami started shooting with the D5s in January 2017.

  • Plug

    Was at Reteti in July. Brilliant place!!! Just take the best camera you can and get shooting.

    • Ami Vitale

      Thanks for supporting the sanctuary!!

  • akkual

    A subtle way from Nikon to get attention to itself that A7r3 does not take all ;). TBH, following the social media at the moment and seems like guerilla promotions from Canon and Nikon are non-existing. Even a freaking Hasselblad X1D seems to have more attention at the moment.

  • Bernard Languillier

    It would make sense for Nikon to equip the D5s with their upcoming mirrorless AF technology. This is the main area where they are behind the 1DxII and the winter Olympics are coming.

    A sensor with slightly better base ISO DR would be great too.

  • TurtleCat

    Could be a good way to get some extra clicks on instagram. Heck, I should tag some stuff like that, lol.

    • Ami Vitale

      Wish I had that kind of brain but no… It was a genuine typo without any ulterior motives. Truly, cameras are just a tool for me to tell stories that hopefully remind us all of the meaningful things in life!

      • TurtleCat

        Lol, a lifetime in software development gets you thinking creatively on this front. 🙂

      • Victor Collins

        A great reminder that cameras are just the tool. Ansel Adams one said “There is nothing worse than a sharp image of a fuzzy concept.”. There is nothing fuzzy about your images, they are sharp and beautiful. Glad you are making the sacrifice to go and bring awareness to the meaningful things in life.

  • D5S would be a wonderful hydrid EVF “Cavia Porcellus” …

  • unimo36090

    nikon must have alot of stock of dslr bodies they can sell it for 1-2 years.

  • Wade Marks

    Weird. As others have noted, Ami Vitale is a true professional, and not one to tag her photos incorrectly.

    Yet she is also one careful enough to not leak info.

    So…either she made some rare mistakes…or accidentally leaked info…or Nikon wanted her to do this to create a buzz about the upcoming camera.

  • Claude Mayonnaise

    This is exactly what Nikon should be doing only it should not be a secret. They need to make it known to the planet that brilliant photographers are using their gear to help change the world for the better. Ami Vitale’s gear is secondary to her purpose and a photographers purpose influences people far greater than a spec sheet. Her using Nikon Is the selling point for Nikon not the camera itself.

  • CaMeRa QuEsT

    Uhhh, good DR@base ISO!

  • Wade Marks

    To elaborate on what I wrote in an earlier post:

    Sherlock Holmes said that you must eliminate the impossible, and then whatever remains, no matter how improbable, must be the truth.

    Scenario #1: Ami made a mistake; mislabeled the camera in the hashtag. Others have done it, but Ami is a pro, and is usually very careful about such things. Plus, she is a Nikon Ambassador, and thus knows Nikon camera models and naming conventions very well. She also would know that putting the hashtag D5s would suggest a new model and would generate some attention.

    Scenario #2: Ami is testing a D5s, but accidentally let leaked the info. But Ami is a very careful pro, and not likely to be so careless, esp. with Nikon NDA’s probably being signed.

    Scenario #3: Ami is testing a D5s, Nikon told her to put out a little leak, to generate some buzz. This would actually be a good marketing strategy, but for this type of high end pro model, does such marketing really work? The type of people to buy the highest end D# series from Nikon, the ones who spend about $6500 on a camera body, are they really swayed by this type of social media hyping? And does Nikon need more buzz, with the D850 being so super popular?

    So the problem is that there is no good explanation…I tend to believe that the best probability is that she is testing a D5s and Nikon wants that info out there.

  • AYWY

    Instagram’s tagging function remembers your tagging history and displays global tag counts, so it is difficult to make a tagging mistake.

  • Ami Vitale

    This is Ami Vitale and I made a mistake. Was using the D4s for much of my work in Kenya and then bought a D5. Changed the number without deleting the “s” Thank you for catching the error.

    • Allan

      It was more fun when we did not know the truth. 🙂

    • Wade Marks

      It is an honor to have you respond to us in this discussion.

      Your work is fantastic. Thank you for bringing attention to some very worthy and important causes.

    • marymig

      The first reference to the D5s appears to show up in January 2017 in China…

      • Wade Marks

        Which, in our zeal to believe, had we noticed that date, we would have debunked the rumor right there.

    • Wade Marks

      In honor of Ami, we should each make a contribution to the Reteti Elephant Sanctuary that she mentions.

  • Dino Brusco

    I hope the D5s will be there !

  • Zurichphoto

    2 games into the college basketball season my second body — a D3S –finally gave out after many years of tireless service. I’m working with a D5 and a prayer until CES to see if the possible new variation of the D5 is worth considering … if not, I’ll likely get (or get in line for) a D850 It wouldn’t break my heart at all if the D5S (or D5X, perhaps?) had the flagship build, a D850 45MP sensor but with better low-light performance … well, one can hope …

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