Sony Debuts "Never Before Seen" Project to Promote New Action Cam

Sony has teamed up with a collective of filmmakers, artists and influencers for its new “Never Before Seen” project. The campaign looks to promote Sony’s new Action Camera, and features a series of videos which celebrate the “never before seen.” The films range from crafty experiments and audacious stunts to short documentaries, sports adventures and scripted shorts, all celebrating creativity and ingenuity using the versatile and innovative Action Cam.

Three films were debuted on the campaign’s March 23 launch — “Picture Machine” by Studio Nos, “Paperports” by Charles Young and “Creature” by Ryan Dzierzek, all display varying production and artistic approaches. “Picture Machine” chronicles the construction of a reverse zoetrope, “Paperports” gives an insight into the filmmaker’s delicate miniature paper architecture practice, and “Creature” tells stories of a fictional mutant reptile running rampant.

Led by Japan’s Mori Inc and New York’s Stinkdigital, the creative campaign will release the remaining films — which include contributions from Vine star Zach King and directional duo Wilkins & Maguire — on Sony’s YouTube channel, as well as its own website. Featured above is “TKO” by Greg Hackett, a short film which gives a unique first-person and third-person artistic perspective of a prizefighter during training. In addition, the site will also include information regarding the making of each project — such as behind-the-scenes imagery, comments from the directors, supplementary footage and details on the use of the Action Cam.