New campaign for Sony camera goes behind the scenes with photographer Michael Yamashita

In a film for the Sony A7RIII camera, Leo Burnett Singapore has opted to go the product testimonial route.

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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