Sony’s mirrorless camera technology was a category leader for 7 years. Heading into 2019, the brand needed to own that category leadership as Nikon and Canon prepared to launch their first mirrorless camera lines. The campaign showcased the most capable, most admired, and most awarded mirrorless cameras. Be Alpha is a concept that speaks to the product, the people, and the community.

We developed the complete campaign concept, including ethos, tagline, messaging hierarchy, activation strategies, and design.