Sony Alpha DSLR – Capture the impossible

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When we started this project, mirrorless technology was just starting to gain momentum. It differentiated Sony Alpha cameras from its competitors by making them smaller and lighter, while still taking great photos. I firmly believed that this was the future of DSLR cameras and Sony must own this technology before the competitors developed mirrorless cameras of their own. It seemed obvious that our objective would be to continue to focus on the portability and great photo quality but sometimes things not so simple.

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A new technology was developed, 4D autofocus – a rapid autofocus system that allowed clear images of rapidly moving subjects. A great feature for sure but head office was taking a very technical approach to its marketing. After several late night conference calls with Japan, we managed to convince them that our market was not ready to move off of mirrorless technology.

The compromise we came up with was a benefit-originated approach that focused on all of the benefits of the camera – portability, image quality and rapid autofocus together.

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Capture the Impossible was based on the idea that truly great photo ops can happen at any time and any place. You need a camera that you don’t need assistants to help you lug around. It has to be able to take great photos, with an autofocus fast enough to capture these fleeting moments. So successful was the campaign that our global office wanted to use it in all markets.