The film follows National Geographic photojournalist Michael Yamashita as he documents Ladakh and Jammu in India, highlighting Sony’s Eye AF feature.
The campaign is slated to run across South East Asia for the next few months.
Responding to a query from Mumbrella, a spokesperson from Sony Electronics said the company hoped to continue working with photographers in subsequent phases of this campaign and added: “We enjoy working with them as they provide valuable insights to the industry and to their followers.”
Speaking about the reasons Sony opted for this approach, the spokesperson said: “Michael Yamashita is a Sony user who converted a long time ago, and a well-known National Geographic documentary photographer.
“From the words of many popular reviewers in the industry, professional photographers and our surveys, Sony’s advanced Eye AF has been consistently mentioned as one of the most useful features.”
Advertising agency: Leo Burnett Singapore
Creative team: Eric Yeo, Adrian Yeap, Syahid Nordin, Yizhen Huang
Account management: Evonne Loke, Clarissa Tan
Agency producer: Alain Tan
Production company: Directors Think Tank
Director: Sling Ng
Co-director: Zaim Rosli
Producer: Nana Arshad
Post production: VHQ
Music: Two AM Music Studios
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