When Sigma unveiled their latest creation, one YouTuber asked, “Who the hell wants that?” and turned down the offer of a unit for review. Curiosity got the better of them, however, and it’s made for an interesting video.
In his real-world test, photographer and YouTuber Jared Polin gives his thoughts on the Sigma BF, where the BF stands for “Beautiful Foolishness.” This boxy, minimalist, aluminum block is as much modern art as it is a point-and-shoot camera. While it’s fully functional and part of the L-Mount Alliance, its bold ergonomics, lack of a viewfinder, and polarizing design make it a statement piece more than a practical workhorse.
At what point does the innovative design start to compromise the functionality? Polin pushes it beyond what you’d expect, unveiling some interesting strengths alongside the inevitable flaws.
Polin makes an interesting point about Sigma’s design gamble: by creating something so unconventional and eye-catching, they generated a wave of attention that reached beyond the usual photography crowd. Outlets that would never typically cover a Sigma camera were suddenly running articles, and whether people love it or hate it, the minimalist design turned the camera into a conversation piece.
So, regardless of sales figures, has this already worked as a marketing campaign if simply to raise brand awareness? Let us know your thoughts in the comments below.
What a totally pointless and expensive camera, just a jewel for posers to flaunt, I would say around their necks but you can't even do that. Just a silly PR exercise really.
It's called taste, everyone is different, that's why they make Vanilla and Chocolate. To each their own.