Campaign Spotlight: Sigma Introduces the World’s Smallest and Lightest Pocketable Full-Frame Camera in New Ad


Portable, flexible, and seamless. These are three words that describe Sigma fp

Through a beautiful concept video, Japanese camera manufacturer Sigma introduces Sigma fp, the world’s smallest and lightest ‘pocketable full-frame’ camera. Don’t let the tiny body fool you though, because in this case, size definitely doesn’t matter.

The Sigma fp, unlike other cameras, isn’t bound by the parts built into its body. Introducing modular capabilities, you can do just about anything with the right components added to it, giving a new meaning to the phrase imagination is your only limit.

In the 2-minute video, the camera, bare as it can be, is transformed through the use of different lenses and equipment — showing how versatile it can be. People from different walks of life flash through the screen, coming and going with the different equipment they use for their own respective projects. All of this happens to the tune of an original composition by Cornelius, also known as the Japanese multi-instrumentalist Keigo Oyamada. The amount of modifications that you can add to a Sigma fp is as innumerable as the beats in the song. 

According to Sigma, the Sigma fp enhances the joy of full-frame image quality, no matter what one’s shooting settings may be. Despite being light in weight and compact in size, there are numerous possibilities to explore. No longer should you be restrained by the camera you buy.

Director: Koichiro Tsujikawa (GLASSLOFT)
Music: Cornelius
Cinematographer: Mikio Hasui
Producer: Kenichi Yano (Spoon), Sanae Asano (GLASSLOFT)
Production designer: Tateo Yanagimachi (GLASSLOFT)
Grip: Shigeru Hagiwara
DIT: Shingo Maruyama/(CRANK)
Hair and makeup: Ayumi Akita
Motion Control Previsualization: Naofumi Mishina (Mirage Inc.)
Offline Edit: Junya Otsuka
Online Edit: Hitoshi Kimura (CONNECTION)
Colorist: Ai Hirata (PPC)
Production Manager: Hanae Tomura (Spoon), Rui Akiyama(Spoon), Kai Mizuno


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