Works

Sony Marketing Inc.

αNEX Introduction CampaignFocus Your Love

The market introduction campaign for the mirrorless digital SLR αNEX camera suggested that the single lens camera could “hide the background to deepen love”. The campaign included a TV commercial featuring actors Keiko Kitagawa and Tadanobu Asano, graphics, short movies, a web site that simulated the camera’s background defocusing function, a handmade “Love Zine” photo book, and the “α for you” fashion shoot that coordinated the cameras with models’ outfits. We also produced a music video for the commercial’s theme song, JUJU’s “Hello Again”, which told the story of a man photographing his beloved wife. The highly successful campaign propelled the αNEX, Sony’s first digital SLR camera, to hold the top market share in its class and become one of the three biggest digital camera makers.

αNEX CM

思い出のオルガン篇

屋久シカ遭遇篇

ポスター
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ドキュメンタリームービー “Focus your Love”
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Focus Your Love 屋久島記

Focus Your Love 故郷を訪れる篇

JUJU “Hello Again ~昔からある場所”
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CM

“Love zine”

ウェブサイト
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School of Love zine

α for You
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Kettle Staff