Repositioning the leader in mirrorless cameras

In 2013, Sony Digital Imaging introduced a pioneering piece of technology: the a7 — an autofocus full-frame mirrorless digital camera with an interchangeable-lens. As Nikon and Canon prepared to launch their own mirrorless cameras in 2019, Sony needed to demonstrate their ongoing category leadership. Fifteen4 created the Be Alpha campaign to showcase their ownership of the mirrorless camera space through the Alpha camera line. By highlighting a series of daring nature photographers who rely on Sony technology, we demonstrated how Sony’s innovation has unleashed creativity around the world.

Fifteen4 developed a Be Alpha campaign manifesto, tagline, messaging hierarchy, activation strategies, and design scheme for Sony. The ensuing campaign redefined and repositioned the Alpha camera line for a global audience.

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