News Release
What is the task?
The task is to announce the release of a brand new Sony camera using a news release.
What is the goal?
To gather traffic for a photography website by providing useful information to photographers about the camera.
Why do we need this?
We need this because a vast amount of photographers did not know that Sony was releasing a new model. This news article will generate buzz in the photography community and increase traction for the website.
Who are we speaking to?
The audience is intermediate and professional photographers, the Sony A7 series is marketed for intermediate photographers. The platform used for the news release is for enthusiasts and professionals.
What will make them listen/read our material?
If you are looking for information about the A7IV, you would have to scour several articles to find the information you want. The material I provided condenses the key details about the camera into one article. The headline additionally has a captivating draw to it.
Where will the story be told?
The story will be told on a high traffic photography news website called F-stoppers.
We Must Be in Heaven Because Here Comes the New A7
Sony Unexpectedly Unveils Rumored A7IV.
Rumors have been speculating around the A7IV since early 2019. After years of speculation, and predictions . Sony finally broke the silence with a press conference that broadcasted on Twitter. It has been announced that the Sony A7IV is being released on December 31st, and it is safe to say Sony has listened to its audience.
Sony has had a stacked 2021, releasing several product lines. They started the year with a powerhouse that is the Sony A1. The high-end camera wowed enthusiasts with its smooth 61-megapixel performance. Sony followed up this release with a vlogging camera named the ZV-E1 and a popular hybrid named the A7RV. Sony tends to limit camera releases to three items a year. Fans of the brand could not fathom the A7IV being released this year, but it is coming just in time for the holidays.
Although information about the new Sony camera is limited, a select handful of photographers have managed to get their hands on the camera. “The Sony A7IV was a safe release by the Sony company,” stated photographer and YouTuber Gerald Undone stated. “The Sony group heard our prayers and provided a flip-out screen, a popular aspect of other releases like the A7 RIV. The increase in megapixels is also a nice touch as it allows the A7IV to be competitive with Canon and Nikon. The camera now shoots in 4k 60 FPS, as fans expected. However, there is a 1.25 magnifying crop which is an inconvenience for many. The A7IV is a successful upgrade to the A7III. Sony delivered on what their users asked and created a stellar addition to the Sony family."
From the information that Sony provided, you can expect these new features with the A7IV :
The camera is being released at the price of $ 2,499
A newly developed 33MP sensor
A new body that mimics the lightweight A7C model
The camera shoots in 4K 60 fps with a 1.25 image crop
Fifteen stops of dynamic range
Improved five-axis image stabilization
A brand new screen with 3.69M dot EVF
Headquartered in San Diego, Sony Electronics is a leading provider of audio/video electronics and information technology products for the consumer and professional markets. Operations include research and development, engineering, sales, marketing, distribution, and customer service. Sony cameras are made for the makers, the doers, the people who dream in colors. You bring your curiosity and ideas, we’ll provide the knowledge, the inspiration, and the state-of-the-art imaging tech to help you make dreams reality.
Thought Leadership Piece
What is the task?
To craft a thought leadership piece that expresses the writer’s worries about the unfair decline of film photography.
What is the goal?
To have camera brands understand that photographers still love film. The author Vuhlandes only creates art in film format and must incentivize brands to continue to produce film stock. An additional goal is to gather the attention of photographers who are not aware of the slow decline of a beloved photography format.
Why do we need this?
We need this because film photography is phasing out. High prices and the cancellation of several film stocks show that camera companies are committing fully to digital photography. Film photography is as popular as ever, and a whole generation of photographers might never experience a pure form of photography. By writing a thought leadership piece article for a popular website, camera companies might acknowledge that there is still a market for film photography.
Who are we speaking to?
The author Vuhlandes commands credibility and respect from film enthusiasts, minorities, and content creators. The audience is intermediate photographers who are familiar with aspects of film and digital photography. Older photographers and those from a working-class background will resonate with the article. The article tries to invoke nostalgia with people who shot on film. Industry leaders are also a key target.
What will make them listen to/read our material?
Vuhlandes is a respected film photographer who is a figurehead in the film photography community. He creates videos that help people navigate the world of photography. The language uses pathos to induce sadness in the reader. The language is hyperbolic but hits the heartstrings of people who have fond memories of shooting on film. Film photographers will gravitate toward the article; they have noticed the stark rise in prices for film stock. This article will be viral. The author will utilize shared media, as the author has a big following on social media.
Where will the story be told?
The story will be released primarily as an article for the Portrait Photographers of America website. This is a popular platform where industry photographers congregate. The article will be shared on the author’s social media channel. The author will implement shared media like Twitter to spark conversation.
All Good Things Must Not Come to an End: Why The Neglect of Film Photography Is a Betrayal to Artists.
Photographer Vuhlandes expresses the plights of film photographers as camera companies are slowly abandoning the art form.
Growing up in the streets of Detroit, my chances were slim from the start. The area I am from is dangerous and riddled with crime. Several people I grew up with had tragic endings. My destiny was about to take a similar path because there isn’t much opportunity where I originate.
I first started shooting with film photography at 15. Although my school was underfunded, I was fateful enough to find a photography class. The meticulous process of picking different film stocks, figuring out what to shoot, and developing the film was a magical experience. I soon became enthralled with the craft, and it became my career. Film photography saved my life, so I will do my best to rescue the art.
I remember searching through several thrift stores in downtown Detroit to find my analog camera. I managed to pick up a Canon AE-1. Film rolls were readily available and cheap. One stock of the popular Portra 400 would cost me $3 per roll. As a kid from the city, I found the price to be just about manageable. I would take pictures of the people around me. My art started to give a voice to the kids of Detroit, and the fact that it was film photography made my art timeless. People caught on to my art, and I started to blow up on Instagram. I did switch to digital photography in 2017, but there was something about film photography that my audience liked. I decided to be different and stick to the niche style.
Since the early 2000s, camera companies have been bullish on their digital cameras. The camera models have started to get more advanced and produce quality images. In 2016 digital photography started to blow up on social media. Digital photography makes photography simple. You can stick your camera on autofocus, and the camera does everything for you. Although it is positive that digital photography has introduced more people to photography, a drawback is it has made people think they are more proficient at photography than they are, meaning they forgo learning the fundamentals.
Camera companies put an ample amount of money and resources to make the technology in their cameras better and more competitive. Even with digital cameras improving rapidly, there are reasons why several photographers prefer to shoot with film. Analog cameras with old film rolls provide rich, sharp images with beautiful colors. Film photography has a higher dynamic range which preserves colors and shadows better. Most photographers I know are in awe at the beautiful hues of film, hence why film photography is exalted in online photography communities.
Even with a clear need and desire for film, camera companies started to cut their production of film stocks. There is something beautiful about shooting in film, and no matter how much camera companies try to phase out the art, our community continues to grow. There were only a couple of YouTube photographers that were keeping the flames alive. We kept producing content, and after a while, we formed a family of film enthusiasts. Who would have thought this community would blossom.
Currently, film photography is as popular as ever. Celebrities like Zendaya and Kylie Jenner have posted Instagram pictures shot on film, which has made the “dying art” the craze of the town. I failed economics, but I recall that when demand is high, supply should follow. The opposite has occurred. Film lines like Fuji Pro 400h are getting taken off the market. Prices have increased by 120% and will continue to rise. The price hike has meant people like me would have never been able to start experimenting with film. Photography was accessible to every socio-demographic. Now, film photography especially is becoming reserved for a privileged few who can afford it. Only a couple of film stocks are still in production. I am scared that I will have to give up on the art I love.
Photography would be nowhere without film. I acknowledge that certain technologies eventually get outdated and fall out of fashion, but film photography is still widely sought after. The film rolls have an aesthetic to them that digital cameras cannot replicate. There is magic in processing your film and not knowing what the final image would look like; It tests you as a photographer in a way not many things can. I am using my platform to ensure camera companies will listen to our plea. There is a new generation of artists who need the supplies to paint on their canvas.
Tagline
What is the task?
The task is to manufacture a tagline for the Sony A7IV that will capture the attention of potential customers.
What is the goal?
The goal is to employ an intriguing tagline to entice customers to purchase the A7IV camera. Additionally, Sony wants to compete with rival brands Canon and Nikon. The advertising package can aid Sony in keeping relevance and improving market share in the photography industry.
Why do we need this?
As a company, you must utilize different avenues to market your product. Creating a billboard and digital screen promotion campaign will allow your product to attract more potential customers.
Who are we speaking to?
We are speaking to photographers who are looking to upgrade their current camera model. Furthermore, Sony is speaking to photography enthusiasts who have been taking pictures for longer than seven months. Sony wants to highlight the fact that this camera can elevate its current performance.
What will make them listen to/read our material?
The advertising campaign employs aspects of Maslow’s Hierarchy Of Needs to captivate the intended audiences. Esteem and self-actualization are the needs that are targeted. The campaign suggests that you can improve your skills and get the clients you want. These are things that evoke insecurities in artists, making them pull the trigger to buy.
Where will the story be told?
The campaign should be told in high-traffic cities where there is an abundance of photographers. LA, NY, and Chicago. Areas like Hollywood and Times Square would be good locations to garner attention.
Tagline: Shoot Your Shot with Sony
Billboard
Copy: Elevate your photography with the breathtaking images of the A7IV.
Digital Screen Promotion
Copy: Your dream clients are one click away. Capture their attention with the future of digital imagery. The Sony A7IV utilizes the best of Sony imaging technology. Break free from your creative boundaries by shooting your shot with Sony.