By 2018, Sony had been the leader in mirrorless camera technology for six years, thanks to its highly engaged Alpha community. To build on this momentum, Sony partnered with Indigo Slate to develop the Be Alpha campaign.

My team and I crafted bold, eye-catching concepts that highlighted Sony’s superior technology while celebrating the creativity of the Alpha community. With fresh, exciting visuals and messaging, the campaign showcased how Sony’s mirrorless cameras combine pro-level power with portability and ease of use. Be Alpha inspired creators to push boundaries, turning everyday moments into stunning photos and videos, and reinforced Sony’s position as an industry leader.