Event Marketing · 2025
Sony x Pullman Hotel
Put a camera brand in a room full of people who film for a living.
Event Marketing · 2025
Put a camera brand in a room full of people who film for a living.
Sony wanted its camera line in front of the people who actually shoot on it every day. Not a launch stand at a trade show, and not a press release. The audience they needed was the creator community itself.
NZCreatorCon brought that community into one building at the Pullman Hotel in Auckland, with creators and talent from across New Zealand and Australia in the room across two days.
A stand gets walked past. A set gets filmed.
We came in as the agency on the activation and built the parts of the room people would point a camera at.
A working podcast studio, lit and dressed against a slatted backdrop, so conversations recorded on the floor came out looking like a produced show. Alongside it, a photo booth running Sony x ViralX NZCreatorCon prints, so the brand went home in people's pockets as a physical object.
Creators do not need to be asked to make content. They need something worth making it about.
Both builds were designed backwards from that. The set gave people a frame they wanted to be seen in, and the prints gave them something to hold up to a camera. The brand travelled on posts the room made for itself.
01
Get Sony cameras in front of the creator community rather than a trade audience.
02
Podcast studio and branded photo booth produced for the event floor at the Pullman.
03
Two days of creator sessions and prints across 28 and 29 May.
04
Tagged creator posts published from the floor during the event.
The result