Sigma BF Camera CampaignStockholm Design Lab27–02–2025
As part of Stockholm Design Lab’s full rebrand of Sigma Imaging, we developed the launch campaign for the Sigma BF Camera, their most simplified camera to date, set to debut in February 2025. Crafted in Aizu, Japan, the BF embodies the essence of photography with its robust unibody construction, perfectly balanced design, minimalist functions and rectangular form.
The campaign, titled The Balancing Act, highlights this harmony. A classic still-life composition celebrates timeless photography while introducing a modern tension, reflecting the camera’s innovative yet grounded approach.
To tell the story of the BF camera, a series of complimentary images we’re also introduced, embracing the daylight only approach of the BF.
Photograper: Emil Larsson
DOP: Max Lander
Creative Direction
Art Direction
Film Direction