Sony Alpha: 5 Fundamentals Series
Showcasing Performance, Igniting Imagination.
Sony Alpha: 5 Fundamentals Series
Client: Sony
Project Type: Brand Campaign Videos
Project Scope
Scriptwriting, Video Conceptualising, Production (Video Shooting), Post-Production, Editing, Sound Mixing, Colour Grading
Project
5 Fundamentals was a regional video series which was published online, spotlighting photographers across Asia Pacific who shoot with Sony. Each film explored how Sony’s five core pillars — resolution, sensitivity, speed, reliability and usability — empower creators in their respective disciplines.
Objective
We were tasked to craft authentic, profile-driven stories that demonstrated how Sony’s technology translates into real-world performance by following several photographers as they went about doing their work. At the same time, the crew were tasked to shoot entirely with Sony equipment.
Challenge
This was a Covid-era production. Originally planned as a multi-country shoot spanning Taiwan, Korea, Thailand, Indonesia and Vietnam, travel restrictions forced us to pivot to producing majority of the series remotely. Co-ordinating through multiple time zones, languages, and cultural differences whilst maintaining a cohesive look and feel of the series in line with the client's other videos was the biggest obstacle.
Our Approach
When restrictions were lifted, Vietnam was the only episode we could physically shoot and direct. The remote terrain in Cao Bang meant hiking before dawn and carrying gear through rugged terrains. We kept our crew lean so we could move fast and capture a range of dynamic shots.
This was a series that truly tested our mettle; forcing us to be nimble and adaptable to situations – whether directing remotely or operating lean on location – without compromising on quality.
