Sony urges Aussies to ‘start something new’ with a camera campaign from Studio 3AM

Sony wants to inspire creativity and let Aussies know it’s never too late to start something new, with an integrated campaign for its digital imaging cameras created by Studio 3AM.

A leader in digital imaging, Sony has launched a new brand platform ‘Starting Never Ends’ to showcase the spectrum of activities its range can be used for. It recognises that despite seeing familiar sights every day, you often can still see them for the first time when captured with Sony cameras and lenses.

Independent Sydney-based creative Studio 3AM has worked with Sony for the past three years and this campaign marks the start of a more formal association that will see it collaborate with Sony on bigger projects.

The 90-second film features bushwalkers, stargazers, fashion photographers and architect lovers using Sony cameras to show “It’s never too late to start something new” for photographers and videographers of all skill levels.

View the film.

Studio 3AM developed the strategy and creative for the campaign and redesigned Sony’s camera website. In addition to the video, which will run on YouTube as pre-roll and 6-second mobile ads, it also includes OOH, print, point of sale and social media.

Jonathan Key, Founder and Creative Director at Studio 3AM said: “The ‘Starting Never Ends’ platform talks to both the Sony brand and the audience it wants to engage with. Our aim is to inspire photographers and videographers, of all abilities, to create, upskill, upgrade and innovate using Sony’s cameras or lenses to achieve incredible results.

“We’ve built a strong partnership with Sony and we’re delighted this collaboration is set to continue and together we can continue to entice Australians to pick up a Sony and start something new.”

Sony Australia added: “We wanted to create an emotional connection with customers and demonstrate how Sony’s range of digital imaging cameras can capture those unique occasions when you see the world differently. Studio 3AM are a pleasure to work with, they understand our vision for the brand and have developed a compelling visually stunning campaign.”




Director/CD: Jonathan Key
Art Director: Marty Luther
Production: Winifred
DOP: Campbell Brown
Design: Mike Spiteri
Script: James Harvey
Copywriters: Anne Lau, Jeremy Southern
Photography: Jay Patel, Christopher Quyen
Music: Sonar
Editor: Lucas Vazquez
Colourist: Fergus Rotherham
FX: Fin Design + Effects

Sony Australia:
Brand Manager: Sam Williams
Creative Marketing, Events & PR Manager: Jamie Wong
Head of Digital Imaging ANZ: Jun Yoon