Telephoto lenses are often associated with wildlife or sports photography. For this campaign with Sony Singapore, we wanted to show something different: that a long lens can fundamentally change the way we observe and compose landscapes.

Over the course of a week in Hangzhou, China, we developed a series of photographs and cinematic reels that showcased the strengths of the Sony FE 100-400mm F4.5 GM OSS through authentic, real-world shooting scenarios.

One Lens. Endless Perspectives.

Shot on Sony FE 100-400mm F4.5 GM OSS, 200mm

Shot on Sony FE 100-400mm F4.5 GM OSS, 400mm

Our first series focused on one of the greatest advantages of a telephoto zoom: versatility.

Across four different locations, we photographed the same scene at multiple focal lengths, revealing how changing from 100mm to 200mm, 300mm, and 400mm completely transforms the relationship between subjects, layers, and negative space.

Instead of constantly moving around in search of a composition, the lens allowed us to refine perspective from a single position—compressing distant landscapes, isolating details, and discovering entirely different images within the same environment.

The campaign highlights how a versatile zoom lens isn't simply about reaching farther; it's about giving photographers the freedom to see a familiar scene in countless different ways.

The second series explored the lens's exceptional resolving power.

Each composition was presented alongside an extreme crop taken from the original image, revealing remarkably fine details while retaining impressive sharpness.

Rather than relying on technical specifications alone, the campaign allowed viewers to experience the lens's optical performance through real photographs—demonstrating just how much information the lens is capable of capturing.

The Art of Cropping

Bringing the Lens into Motion

Alongside the two static campaign posts, we also produced cinematic reels that showcased the lens in real-world use throughout Hangzhou.

Rather than approaching the reels as conventional product advertisements, we wanted them to feel like immersive visual stories, placing the lens in authentic shooting scenarios from sunrise on West Lake to quiet moments hidden within the city's parks and tea plantations.

The FOCUS. FURTHER. FASTER. campaign was about looking beyond the obvious. Through educational visuals, cinematic storytelling, and real-world photography, we showcased the Sony FE 100-400mm F4.5 GM OSS as a creative tool that encourages photographers to see familiar landscapes from new perspectives.

Amandayan | Aman