Over 200 guests – including journalists from newspapers and magazines as well as photographers – joined us on July 11 this year for a new product announcement. After SIGMA CEO Kazuto Yamaki appeared on stage and welcomed everyone, he introduced our upcoming lenses – SIGMA 45mm F2.8 DG DN | Contemporary, SIGMA 35mm F1.2 DG DN | Art, and SIGMA 14-24mm F2.8 DG DN | Art – before outlining our plans for future lens developments and releases.
The room was filled with eager anticipation when three familiar words appeared on the huge monitor behind Mr. Yamaki: “One more thing…” With the keywords “the deconstruction of the digital camera,” he unveiled the SIGMA fp, the world’s smallest and lightest full-frame mirrorless camera, featuring a 24,6 megapixel Bayer sensor. The camera and its completely new concept – summarized as “Pocketable full-frame, seamless & scalable” and “deconstructing the digital camera” – even elicited a few cheers from the audience.
After the official announcement, the venue was quickly transformed. On the floor which previously seated the audience, we now presented prototypes of the newly announced SIGMA fp camera in a variety of settings and situations, from various accessories and lenses to a rigged-out movie camera set-up and even affixed to a remote-controlled drone. After Kazuto Yamaki’s presentation had heightened their expectations, the audience was now eager to take the SIGMA fp into their own hands, feel its size and lightweight, and try it out for themselves. One of the beautiful motifs captured that evening was provided by the beautiful flower arrangement that filled the venue, created by artist Yuichi Tsukada.
One part of the SIGMA fp’s presentation which garnered almost as much attention as the newly unveiled camera itself was our concept movie. Thanks to an incredible collaboration of highly-renowned artists – with production and direction by Koichiro Tsujikawa, cinematography by photographer and cameraman Mikio HASUI, and an original soundtrack by musician Cornelius – the two-minute video manages to capture the essence of the SIGMA fp: complete freedom and unlimited capability to change and adapt.
SIGMA fp Concept Movie
The video, which captures the SIGMA fp from all angles as it switches accessories and lenses faster than the blink of an eye to the beat of the music, was actually created without relying on computer-generated images. For the video, the SIGMA fp was fixated with special gear to keep it in position as its surroundings and accessories changed. Then, the movie camera used to capture the images moved around the SIGMA fp using a large motion-control robot arm usually used in high-end movie productions.
The people using the SIGMA fp in the video range from students to movie directors, each with their own preferences and personality, in order to visualize the camera’s concept of “a camera oriented towards its user.”
“SIGMA fp Concept Movie” Behind the Scenes
We will offer a more detailed look behind the scenes of the video’s production in an interview with director Koichiro Tsujikawa on SEIN Online soon. Stay tuned!