When the Gimmick becomes the Main Story
Some features are born legendary. Others sneak in quietly, almost sheepishly—written off as gimmicks, easter eggs, or nostalgia bait. Then something strange happens: the gimmick becomes the reason people fall in love.
Think about the iPod’s click wheel. It was a quirky way to scroll through a list of songs, but it turned into Apple’s most iconic interface for the early iPods. Or Instagram filters, originally a clever hack to disguise low-quality smartphone cameras—now they’re the DNA of an entire aesthetic movement. Snapchat’s disappearing messages? Silly, until they redefined digital intimacy for a whole generation and started to show up in all messaging apps. Or maybe a bit closer to the theme: the Fujifilm film simulation.
The Nikon Zf’s black-and-white dial belongs in this hall of fame. A gimmick that became the main story.
At launch, it felt like a marketing flourish: a physical switch that throws the camera into monochrome mode. Cute. Retro. A wink to film shooters. Did we need a switch? No, add profile to the “i” menu and monochome is one button away. But use the Zf for a bit and you start to see the genius. It’s not a filter. It’s not a setting. It’s a mindset shift.
Time after time, whether on the streets of San Francisco or in Yosemite Valley, I’ve found myself switching on monochrome and switching into a more exciting experience. The tactile, visible switch reminds you that black and white is a flick away. It makes it quicker to access and top of mind. Yes, why not try that shot in monochrome mode?
Now some will say, sure, you can switch to monochrome later in post. Yes, you absolutely can, but I think there is something to be said about being present in the moment. In the black and white evf, the scene looks different. Shadows and highlights come alive in a different way than in color. I compose differently and see different shots. Converting to black and white in post is always an option, but I’m not confident I would see the composition if not in monochrome mode. Not to mention the gratification of aiming for a straight-out-of-camera image that looks exactly like you want it to.
I think the B&W dial has become my favorite feature of the Nikon Zf.
The best gimmicks aren’t gimmicks at all. They’re just early to the party.