From 2018–2020, we created & produced a series of interactive playgrounds and brought them to communities around North America. This initiative was a means of getting Sony’s camera technology in the hands of photographers everywhere.
Here’s what we did:
Creative direction (overall event, sets, wardrobe/glam treatments).
Designed 5+ unique sets per event.
Model & talent casting in each city (average of 10x models/talent per city).
Venue scouting & sourcing.
Lighting design & execution.
Local staffing & management (G&E, PA’s, H/MUA’s, etc.).
Production (event, photo/video, set).
F&B sourcing, production, oversight.
Marketing & advertising.
Event footage and documentation.
Analytics & data.
Strategic partnerhips.
SITUATION
After seeing the initial success of the first few iterations of the #BeAlpha campaign events in 2018, Sony wanted to find a way to carry that experience into as many major US and Canadian cities as possible to increase the impact.
SOLUTION
In the fall of 2018, we rolled out a tour of smaller-sized #BeAlpha events including:
Mind blowing shooting experiences: Models, dancers, animals, and beautiful & trendy fully-produced sets. Shooting experiences were different in each city.
Fashion-forward styling & glam: We made sure to source the most talked-about styles of the moment for every event, featuring emerging designers that resonated with each city (such as Off-White, JW Anderson, Gucci, Marine Serre, and more). We worked with top tier hair and makeup artists from around the country.
An endless library of gear and photo resources: Including cameras, lenses, grip + electric accessories, lighting equipment.
Party atmosphere: DJ’s, surprise performances, drag queens, stunt performers, and more.
Food & bev: Free food and drink for all guests.
Unique venues: We hosted most of these events in large photo studios around the country.
RESULT
This campaign was widely successful and was renewed twice to run into 2020, touching down in Portland, Austin, Chicago, Dallas, Austin, Boston, New Orleans, Denver, Toronto, Vancouver, & beyond.
We never ceased to draw in a line of guests at the door, often circling the block, and the impressions made in this campaign helped Sony Alpha achieve their larger social KPI’s. We also were able to see an uptick of camera sales correlated to these events.
