Power is defined as energy divided by time. Or, put another way, it describes what can happen in the space of a moment. From 11 frames-per-second stills to rich, uncompressed 4K video capture, Sony Alpha mirrorless cameras have the power to transform even the briefest flicker of light into a breathtaking portrait of what makes us human. Sony leads the mirrorless category and has continued building on the momentum from the Raw Power campaign to connect with consumers in even more meaningful ways. Sony’s superior, innovative technology has captivated audiences, which has created a tribe of Sony a6000 and a7 loyalists who are inspired to capture the moment like never before. This year, The Power of the Moment takes mirrorless to new heights through an integrated campaign that brings the strength of the technology and the power of imagination to life. Our approach puts Sony Alpha in the hands of photographers working today to demonstrate how Sony’s exclusive technology can capture authentic moments by delivering the power, strength and speed that have become synonymous with the brand.