Direct imaging is one of the most compelling methods for studying the properties and origins of extrasolar planets. The Near‐Infrared Coronagraphic Imager (NICI) is the new high‐contrast AO imager for the Gemini‐South 8.1‐meter telescope, tailored to direct detection of extrasolar planets through dual‐channel methane‐band coronagraphic imaging. Our team has been selected to carry out an extensive (500 hour) observing program beginning in Winter 2008 to detect and characterize extrasolar planets. We briefly describe the science goals, the Campaign design, NICI on‐sky performance, and a complementary preparatory search for young nearby low‐mass target stars. The Planet‐Finding Campaign is expected to be the largest and most sensitive imaging survey to date for massive (∼1 MJup) planets around other stars.