UnderCurrent has come across many branded promotional videos in its time, including plenty that attempt to go for the ‘cool, hipster-friendly, capturing the zeitgeist’ feel of a viral video.
More often than not, those videos fail to lure the hipsters from their nests and fail to capture any kind of geist – zeit, or otherwise.
So a hat tip goes to Sony, for thoroughly recreating the sheer toffishness of the amateur photographer often seen on nature walks, in art galleries and at the latest Bon Iver concert. And thanks to experience in the pseudo-professional cheese blogging scene, UnderCurrent knows there are plenty of camera nerds that behave this way when taking photos of food.
A hat tip is also deserved because Sony seems to be so thoroughly teasing its prosumer camera buyers.
“You know how you love buying all our proprietary lenses and expensive camera bodies? Sure we sell DSLR cameras to people like you, but we'll thank you by pretending you always knock things over!”
Still, if this video stops people lugging spy-grade superzoom lenses to the beach, then that's a community service that UnderCurrent can support.
Final hat tip? This is one of the few branded videos that UnderCurrent has had a decent chortle over in recent times. Well played.