These very introspective, “pseudo-marketing” videos from Sigma are very well done, and showcase what Sigma prefers to be known for. There is no sign saying “Budget Alternative to the Big Brands!” Rather, we see pride and dedication in the automation, testing and handwork that goes into Sigma products.
Yes, the factory looks sterile and boring at times (imagine injection-painting all those lens switches!), and the beautiful scenery interspersed in the video serves mostly as a reminder of why these things are built, not how. Still, I don’t see anything depressing or disheartening about the video overall, and I think Kazuto Yamaki knows that the Sigma name is getting closer to being a Big Brand as every year goes by.
If the video was re-edited to have the Canon, Nikon or Sony name at the front (and on the camera at the end), my guess is that there would be a chorus of “amens,” followed by “so that’s why everything is so expensive” coming from the comment section. Just a supposition…
Started out doing photography at the age of 6 using an uncle's old 1940 kodak brownie box camera. At 15 years of age, I decided to buy my very own 1975 Praktica SLR camera. I now shoot with a Nikon D850. I do unpaid TFP and commercial paid work.