By 2018, Sony had been the market leader in mirrorless camera technology for six years. Much of Sony's success was driven by the brand's extremely active community. Strong engagement on key social platforms like Instagram, where the official @SonyAlpha page was coming up on the coveted one million follower count, was driving a lot of hype.

To help carry this momentum, Sony hired Indigo Slate to help develop strategy and creative for the soon to be launched, "Be Alpha" campaign. My team and I constructed an array of powerful, eye-catching concepts speaking to Sony's superior technologies and the Alpha community which connects creators of all types with the brand and their ever-growing roster of talented photographers and videographers. Through messaging and visuals, the tone we defined was bold, exciting, fresh and elicited hope and opportunity.

The vibrancy of this campaign was palpable and achieved the message that Sony's mirrorless cameras take imaging far beyond perceived capability - highlighting that the Alpha line is as powerful as a pro camera but smaller and easy to use, turning everyday shots into beautiful photos and videos.