Karl.Worksツ
Design and Direction
Design and Direction
Sony World Photo Awards ‘22 — Global campaign
Agency: DentsuX
Scope: Art Direction, Design, Motion, Social
The Challenge
Returning for a second year, the Sony World Photography Awards 2022 campaign needed to evolve without resetting. With thousands of global submissions and a well-established visual presence, the challenge was to introduce renewed energy and distinction — particularly through typography and layout — while maintaining continuity with the Awards’ inclusive, recognisable identity.
The Response
We developed a refined visual system that sharpened the campaign’s editorial tone. Bold typographic compositions were paired with carefully curated nominee photography, creating clearer hierarchy, pace, and impact across social formats. The evolved language brought confidence and momentum to the 2022 rollout, reinforcing the Awards’ commitment to access, diversity, and storytelling — while giving the year its own unmistakable visual voice.