Two photographers. One camera. Loads of bears.
Sony’s NEX 6 is a camera for enthusiasts. To launch it using YouTube, we opted to create an as authentic story as possible.
So, we recruited two professional photographers who are genuine NEX system enthusiasts, and sent them off to Kodiak, Alaska. Their challenge was to travel for a week with only a single carry-on bag each, fully test the capabilities of the camera, and each deliver a photo album for a Facebook competition.
We filmed this project documentary style, actually using the NEX system cameras with custom rigs that we built for the project. In addition to the promo video, we developed several more videos as social content and to tell a fuller story about what resulted from the project.
Within a week, the videos had over 200,000 organic views, despite only being launched via Sony’s YouTube channels.. Our photographers and DOP also interacted with people around the videos, which dramatically increased engagement.
The key piece was a documentary style video where our two photographers geeked out about the camera’s capabilities. They were also online during the video’s launch, fielding questions through YouTube’s comments.
This was supported by one of Sony’s promo videos highlighting the different features, whilst showing the real shooting capabilities
We also developed a range of insider tips as additional content.
A sample of some of the photos taken during their adventure.
The team
Agency: HMX London
Executive Creative Director: Simon Gut
Creative Directors: Mike Beukes | Marc Miller
Directors: Mike Beukes | Marc Miller | Matt Uhry
Photographers: Mike Palmeiri | Luca Rossini
DOP: Matt Uhry
Producer: Tom Bogda
Editing Company: HMX London
Film Production Company: HMX London
Post Production Facility: HMX London
Strategist: Mike Beukes
Writer: Mike Beukes
Year: 2012