Sony Singapore was about to hold their inaugural photography competition that featured their premium line of mirrorless cameras. We were asked to conceptualise an entire campaign that made their Alpha series unique to the competition.

To be Alpha is to be the first and the best. We went searching for the next generation of content creators that would represent Sony’s Alpha range. We created a 360 campaign that went from online to offline and partnered up with Tottori Tourism Board to bring the 3 finalists to Japan to compete in the competition that showcased the different categories of photography and videography. 

Sony professionals and KOLs were also brought to act as mentors and to create teaching content that were used on social platforms to benefit the creative community.

Building on the first edition’s success, Sony Singapore appointed us for the 2nd edition of The Alpha Campaign. They wanted to take the competition to the next level and really focus on highlighting the Sony Alpha category. 

We took a different approach to the 2nd Alpha campaign. Making it a little more challenging by adding on a theme, Light or Dark, where creators had to choose which side their art belonged to.

We then collaborated with Kitakyushu Tourism Board and flew the 4 finalists there to compete. We further involved people in the Alpha story by creating a monthly themed photography challenge in partnership with different brands like, Adidas, Love Bonito, etc. We also created different USP ads to target different kinds of creators.

To further relate to different photographers and strengthen the Alpha branding, we created different personas for each of the 4 contestants - An Adventurer, Storyteller, Visionary and Wanderer. 

We crafted videos based on their different styles and stories and shared those on social to spread the message that an Alpha camera is the perfect camera for any type of creator.

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