LAUNCHING THE NEX 6 FROM ALASKA

BRIEF
To create a video that would be used globally on social assets, in-store and on Sony websites that launched the Sony NEX 6 camera.

WHAT DID WE DO:
The NEX 6's audience is camera enthusiasts, so we opted to create an as authentic story as possible.

So, we recruited two professional photographers who are genuine NEX system enthusiasts, and sent them off to Kodiak, Alaska. Their challenge was to travel with only a single carry-on bag each, fully test the capabilities of the camera, and each deliver a photo album for a Facebook competition. We filmed this project documentary style, actually using the NEX system cameras with custom rigs that we built for the project.

In addition to the promo video, we developed several more videos as social content and to tell a fuller story about what resulted from the project.

RESULTS:
At time of writing (a week after launch) the videos had over 200,000 views, despite only being launched via Sony's YouTube channels.

Introducing NEX-6, the first of our new 6 Series E-mount cameras. Conceived to provide users with a first-class photographic experience, this remarkably compact camera is loaded with features, including an XGA OLED Tru-Finder electronic viewfinder and intuitive two-dial operation.It also comes with built-in flash and a large APS-C image sensor for superb image quality.

To launch the new Sony NEX-6 we recruited two photographers, Luca Rossini and Mike Palmieri, to participate in a photography assignment in the wilderness of Kodiak, Alaska. Their challenge was to capture the best photo of trip, and they were asked to travel with only a single carry-on bag each for all their gear, clothing, etc.