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A woman in a blue jacket holding a camera up.

  1. work

  2. Sony

Sony

Empowering creators to go forth

We refreshed the Sony Alpha story by focusing on beauty, function, and connected community.

Overview

We created the first Sony Alpha Female+ campaign and redesigned the Alpha Universe platform to increase new and returning traffic—all while managing a multichannel campaign that promoted Sony as the world’s leading mirrorless camera brand.

Client name

Sony

Discipline

brand

Mountains with snow behind text that reads "Alpha Universe".

Approach

To unite a broad range of creative individuals, we needed to inspire every kind of adventurer, storyteller, and thrill-seeker with the help of Sony Alpha cameras.

A Sony camera in front of an orange background.

Be Alpha campaign

Our rallying cry—be unstoppable, be undeniable, be you, be alpha—aimed to unite creatives around the world to bring their visions to life.

The home page of the Alpha Universe platform.

Alpha Universe platform

The redesigned Alpha Universe platform brings the photography community together to learn, share, and connect. 

A person taking a photo directly in front of them.

Alpha Female+ campaign

The #SonyAlphaFemale campaign promotes gender diversity, equality, and representation through a connected community. 

Be Alpha campaign

Sony has been a longtime leader in mirrorless cameras, so we set out to reinforce that perception across social and paid media channels with Sony Imaging's first brand campaign. We highlighted market differentiators, including AI-powered eye-tracking capabilities and impressive ISO sensitivity ranges. And we addressed what photographers often care most about, which is finding the perfect image.

A man getting ready to take a photo.

Alpha Universe platform

We redesigned and maintained Sony’s blog website and evolved it to a community hub. This is a space where photographers can learn more about their craft, create a portfolio, find inspiration from Alpha Universe ambassadors, read about the latest releases, and even maintain their gear.

The Alpha Universe webpage.
The Alpha Universe member profile webpage.
The Alpha Universe battery life webpage.
The Alpha Universe overview webpage.
The Alpha Universe community gallery webpage.

Alpha Female+ campaign

For the Alpha Female+ campaign, we developed the creative vision, interactive experience, and back-end systems to ensure thousands of submissions were all reviewed by judges. The campaign is like an artist-in-residence program that aims to promote equality in the photography and videography industries. It focuses on giving underserved creators the support needed to advance their careers.  

The Alpha Female+ campaign cover image.
Photo of woman in an opened bird cage.
Girl in the water.

Results

As a result of our website redesign and brand campaign, Sony experienced significant improvements across a wide range of marketing KPIs. This increased website engagement included the following benefits: 

0%

drop in bounce-rate

0%

increase in account creation

0%

boost in mobile traffic

0%

increase in time spent on site

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A cathedral overlaid with images of a park and abstract line drawings

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