Karl.Worksツ
Design and Direction
Design and Direction
Sony World Photo Awards ‘21 — Global campaign
Agency: DentsuX
Scope: Art Direction, Design, Motion
The Challenge
The Sony World Photography Awards are built on openness — free to enter, global in reach, and committed to amplifying diverse visual voices. The 2021 campaign needed to honour this ethos while cutting through an increasingly saturated social landscape, encouraging a new generation of photographers to see the Awards as both accessible and culturally relevant.
The Response
We created a social-first campaign led by the strength of the photography itself. Standout nominee images were given space to breathe, supported by bold typography and restrained motion that framed — rather than competed with — the work. Designed for global distribution, the system balanced consistency with flexibility, allowing the campaign to travel across markets while reinforcing the Awards as a platform for emerging talent and a launchpad for creative careers.