In January we posted an unexpectedly captivating behind the scenes video of the Sigma factory in Aizu, Japan that many of you really liked (and which was shot entirely on Sigma glass). Sigma has just released another piece of eye candy in a new concept video that mixes really stunning visuals with equally beautiful music. It too was shot 100% with Sigma optics.
When asked what inspired this video, Sigma was happy to explain. “We launched the Sigma-Global website to 'explain' about the concept behind the new product line. As the next step, we wanted the customers to 'feel' (or 'sense') the world of our new product line.
"We used some internal parts from our lenses to show the commitment to the highest level of the work. 'Dancing parts' were partially inspired by the contemporary dancer, Pina Bausch.”
I'm sure some of you are asking "why?" after watching the video, and you aren't alone. I too wanted to know the story behind the making of the video. My main question, what did they want this video to achieve? Sigma responded that, "We wanted to portray the level of care and detail that goes into every product to ensure the utmost quality. We're happiest when the customers can feel this level of care when they pick up one of our lenses or pick up one of our cameras." That might sound like canned marketing/PR speech, but I do want to say that after I met with the president of the company at CES, they legitimately feel this way about their products. The level of pride they feel towards their optics is at an all time high, and for good reason.