Sigma Cine
Product advertising | Devise Agency
- Copywriting
Growing from its legacy as a budget photography brand, Sigma’s Cine division is an underdog in the high-end, high-cost world of Hollywood-level gear. The brand made huge strides with its first line of cinema lenses, which used glass rehoused from its best photography lenses. To sell directors of photography on the benefits of Sigma, I crafted hard-hitting copy (left) that drove home the brand’s value proposition.
Since then, Sigma has moved into even more rarified air with the Aizu Prime Line, its first lens series built from the ground up exclusively for cinema. Aizu Primes deliver a more nuanced and organic image, for which cleaner, more aspirational copy felt appropriate (below). Here, “brilliance” has a dual meaning: it speaks to the ultra-bright T1.3 aperture while also signalling that Aizu Primes are a smart choice (I might argue it even hints at the intelligent capabilities of the lenses, which include advanced metadata output for automated image correction in post).
As a film school kid, I always appreciate working on Sigma Cine projects. It’s a fun way to stay connected to that world — without the chaos of actually working in the film industry.
