Sony Alpha Fest 2026 Inspires the Next Generation of Filipino Creators Through Learning, Innovation, and Hands-On Experience

 

Sony Philippines gathered hundreds of photography and filmmaking enthusiasts, aspiring creators, and industry professionals at Alpha Fest 2026 in Foro de Intramuros, celebrating creativity through inspiring talks, hands-on workshops, interactive experiences and the latest innovations in Sony’s Alpha imaging ecosystem.

Shuhei Sugihara shares his opening remarks at the Alpha Fest 2026

Kentaro Imamura takes guests on a journey through the Sony Alpha Experience

Sony Philippines President and Managing Director Shuhei Sugihara, together with Marketing Director Kentaro Imamura officially opened the festival before unveiling Sony’s newest imaging innovations, including the Alpha 7R VI, FE 100-400mm F4.5 GM OSS, RX10 V, and the highly anticipated FX5.

A first look of FX5, Sony’s newest addition to the Cinema Line

Among the highlights of Alpha Fest 2026 was the showcase of Sony’s newest imaging innovations, the RX10 V and the all-new FX5, each designed to meet the evolving needs of today’s creators. The RX10 V, Sony’s fifth-generation all-in-one super zoom camera, features a versatile 24-600mm ZEISS® Vario-Sonnar T lens, AI-powered Real-time Recognition Autofocus, blackout-free continuous shooting of up to 30 fps, and 4K 120p recording in a compact body–making it an ideal companion for travel, wildlife, sports, and everyday photography. Meanwhile, the Sony FX5 expands Sony’s Cinema Line with a powerful full-frame camera built for professional filmmaking. Equipped with a full-frame stacked Exmor RS™ CMOS sensor, the latest BIONZ XR™ processor, integrated AI, and advanced recording capabilities including Open Gate, internal 16-bit X-OCN, and up to 4K 240p recording, the FX5 delivers exceptional cinematic performance in a lightweight, production-ready design. Together, the RX10V and FX5 demonstrate Sony’s continued commitment to delivering innovative imaging solutions that empower photographers, filmmakers, and content creators to bring their creative vision to life. 

Jiggie Alejandrino’s wedding and portrait session


Street photography session with Martin San Diego


Win Magsino shares his techniques with Wildlife Photography

Throughout the day, attendees had the opportunity to learn directly from some of the country's most respected names in photography and filmmaking through genre-focused sessions. Win Magsino talked about Wildlife Photography, sharing techniques for capturing animals in their natural habitat. Jiggie Alejandrino talked about Wedding and Portrait Photography, offering insights into creating timeless and emotive portraits for wedding photography. Martin San Diego took charge of Street Photography, demonstrating how to capture compelling stories through everyday moments. 

Jason Magbanua shares his techniques on Wedding Videography

Landscape photography session with Nicco Valenzuela

In the afternoon sessions, Nicco Valenzuela guided participants about  Landscape Photography, discussing composition, light, and storytelling in outdoor photography. Acclaimed wedding filmmaker, Jason Magbanua, shared his expertise in Wedding Videography, highlighting cinematic techniques and narrative-driven filmmaking, while Manny Librodo, one of the Philippines’ most celebrated portrait photographers, talked about Festivals & Portrait Photography , inspiring attendees with his signature approach to portraiture and cultural storytelling.

Q&A Session with National Geographic Explorer, Noel Guevara and award-winning Thai street photographer, Tavepong Pratoomwong

Alpha Fest 2026 also featured distinguished guest speakers for the Alpha community. Noel Guevara, National Geographic Explorer, conservation photographer, and filmmaker,  shared his experiences documenting marine life and championing environmental conservation through visual storytelling using Sony’s Alpha 7R VI. Meanwhile, Tavepong Pratoomwong, the award-winning Thai street photographer renowned for his distinctive style, headlined a special Street photography session, encouraging attendees to find extraordinary moments in ordinary scenes. Travel videographer and content creator Miki Labarda also led a special session on stage talking about her journey as a content creator, the growth of the creator community, and the impact of Sony and the Alpha Fest event for visual storytellers like her. Together, these speakers demonstrated limitless possibilities of visual storytelling, inspiring craters to see familiar subjects through fresh perspectives while continually pushing the boundaries of their creativity.

Fast Talk sessions with Miki Labarda

Manny Librodo’s shooting session in the Festival Zone

Beyond the sessions, attendees explored interactive experience zones, tested Sony’s latest Alpha cameras and G Master lenses, participated in guided shooting activities and workshops, and connected with fellow creators. The festival was further enriched by the support of event partners and sponsors, including Nanlite, Hollyland, Epson, H&Y, Fotopro, Keen, Osprey, Sushi Nori, and Royal Cafe, whose exclusive activations and services complemented today’s creative workflows.

As the Alpha community continues to grow, Sony remains committed to supporting creators from different fields at every stage of their journey through innovative imaging technology, educational initiatives, and experiences that inspire them to capture and share stories that move the world.

Pre-Order Offers

Camera enthusiasts can still take advantage of exclusive pre-order offers on Sony’s latest imaging innovations. The Sony RX10 V pre-order is still ongoing at SRP PHP 130,999. Customers who purchase from July 10 to August 7, 2026 will receive a free NP-FZ100 Battery worth PHP 4,490, making it a perfect opportunity for photographers and videographers looking for an all-in-one camera capable of capturing everything from everyday moments to wildlife and sports. 

Meanwhile, the newly announced Sony FX5 is available for pre-order at participating Sony Centres and authorized retailers nationwide from July 23 to August 24, 2026 at an SRP of PHP 318,000 for body only and PHP 349,000 with the XLR Handle. Customers may reserve one (1) ILME-FX5 or ILME-FX5B unit with a PHP 5,000 down payment. Upon purchase, customers who successfully register their camera on My Sony will receive a complimentary NP-SA100 battery, valued at PHP 6,400, upon presentation of their email confirmation of successful product registration.

For more information about the Sony RX10 V and Sony FX5, including complete product specifications, participating dealers, and pre-order promotions, visit the official Sony Philippines product pages at:

RX10 V: https://www.sony.com.ph/interchangeable-lens-cameras/products/rx10m5

FX5: https://www.sony.com.ph/electronics/interchangeable-lens-cameras/ilme-fx5

For the latest updates, visit the Sony Philippines website or follow Sony Philippines on Facebook, Instagram, and TikTok.

Sony Philippines Brings the Wedding Industry’s Top Creatives Together at the Manila Wedding Masterclass

 

My Sony Members gathered for Sony’s Manila Wedding Masterclass

Sony Philippines has set the stage for the biggest wedding-focused event date with the Manila Wedding Masterclass which took place at Enderun Events, Taguig. Exclusively for My Sony members, the masterclass marks a milestone for the local wedding community–becoming the first-ever Sony event to unite all Sony Alpha professionals specializing in weddings in one immersive experience.

Sony Alpha Professionals Industry leaders in Wedding Storytelling with Sony Philippines

Created for wedding photographers, videographers, and hybrid shooters, the Sony’s Manila Wedding Masterclass is designed to mirror the pace, pressure, and beauty of a real wedding day. Through structured talks, live shooting sessions, and hands-on gear experience, Sony reinforces its commitment to empowering creatives–while rewarding My Sony members with access to premium, member-only events.

A welcome address from Sony Philippines’ President and Managing Director, Mr. Shuhei Sugihara, setting the time for a full-day deep dive into wedding storytelling. Attendees are then introduced to Sony’s imaging philosophy and wedding-focused innovations, with a spotlight on the Sony Alpha 7 V, a camera built to keep up with fast-moving, once-in-a-lifetime moments.

At the core of the masterclass are the industry leaders who have shaped modern wedding storytelling in the Philippines featuring the country’s top wedding storytellers: Jaja Samagiego, Jason Magbanua, Jiggie Alejandrino, Pilar Bonnin, and Sherard Yu. All proud Sony users, they offered insights into the art and technicalities of capturing weddings where every moment counts in a panel discussion. 

Jaja Samaniego leads an engaging session to create meaningful wedding imagery

Social media has reshaped how couples envision their weddings, but according to renowned wedding photographer Jaja Samaniego: “For me, social media isn't always a bad thing. It’s opened up more ideas, inspiration, and opportunities for us to collaborate with clients. Just like architects, we build each visual story around our couples.” she shared, emphasizing how wedding storytelling is built around understanding emotions and connecting with clients to bring out authentic moments.

Jason Magbanua demonstrates real-time editing techniques for Same Day Edit videos

Celebrated wedding videographer and visual storyteller Jason Magbanua noted that while online trends can sometimes pressure couples to follow what they see, the key lies in focusing on what genuinely reflects their story. “I create wedding films in a style that is true to who I am, and naturally, I attract clients who connect with that vision. Being firm in your creative voice is what makes the work meaningful for the audience.”

Jiggie Alejandrino shares lighting techniques for weddings or pre-nup shoots

Meanwhile, respected photographer and lighting specialist Jiggie Alejandrino highlighted the balance between personal style and client needs. “Clients hire you based on your creative style, but every couple is different. I make sure to give them what they want first, and then I experiment after. At the end of the day, I’m not doing this for myself–I’m capturing the day for the couple who trusts me.”

Sherard Yu leads a live demonstration on filming couple wedding scenes

Renowned wedding videographer Sherard Yu also highlighted the capabilities of Sony’s latest mirrorless cameras “As a hybrid shooter, the Sony α7 V has the best features similar to Sony α1 II. As a hybrid shooter, I am confident that I can take both photos and videos well using this.” When asked about his thoughts on wedding trends, “I think that it allows us to experiment a bit more as the process does evolve over time, and yet the essence is still the same for weddings. You just have to learn how to adapt with the technology that comes with it.”

Pilar Bonnin discusses bridal portrait techniques 

As a specialist in wedding portraits, Pilar Bonnin also shared her advice on how she keeps her ideas fresh and avoid repetition: “Step outside the genre you’re doing and get into something else. It inspires and intrigues you to fuel the flame again. As for me, since I can’t paint, I take pictures. I study lighting and other creative portraits. At the end of the day, I think you owe it to the couple so try to snap out of it and have a conversation that will inspire you.” said Pilar. “Be humble and learn. Never stop learning.”

After the discussion, participants immerse themselves in the Touch and Try sessions, experiencing realistic wedding scenarios across two setups. Indoors, Sherard Yu demonstrates capturing cinematic wedding videos, while Jason Magbanua leads a hands-on session on directing and editing techniques for wedding filmmaking. Outdoors, Jaja Samaniego led a natural light and storytelling setup at the Atrium Façade, while Jiggie Alejandrino focused on lighting, composition, and elegant portrait creation at the Fountain Area. The garden setup with Pilar Bonnin explored a fine-art, emotive approach to portraits, allowing participants to practice in lifelike wedding environments using Sony cameras and lenses.

The Touch and Try sessions were designed to give participants hands-on experience, offering real-life scenarios and practical techniques that they can apply with their own clients. Each station showcased a unique approach to wedding storytelling, guided by the Sony Alpha Professionals and wedding industry leaders.

My Sony Members practice their skills during the Touch and Try session

Sony Philippines also announced this year’s contest giveaways where participants can join and share their favorite event highlights and behind-the-scenes moments for a chance to win premium Sony gear, including the Sony FE 24-70mm F2.8 GM II and a G Master Premium Kit, along with special prizes from partner brands Benro, Epson, Gutek, Hollyland, and Nanlite.

Connecting wedding storytellers from Metro Manila, the Manila Wedding Masterclass stands as a defining moment for Sony Philippines’ wedding intiatives–bringing together education, inspiration, and appreciation in one landmark event for the wedding photography and filmmaking community.

Sony ignites BGC with ULT Power Sound: Vibe Live - A Celebration of Ultimate Sound, Bold Style, and Filipino Talent

   Sony Philippines Executives 

                                     
The BGC Amphitheater came alive last August 2 as Sony Philippines turned an ordinary Saturday into an electrifying playground of music, fashion, and powerful sound . The ULT Power Sound: Vibe Live brought together local talent, streetwear culture, and Sony’s newest audio innovations in an experience that proves ultimate sound is more than just what you hear – it’s what you feel.

ULT Power Sound VIbe Live: A Fusion of Beats and Bold Statements 
From the moment the gates opened, guests were immersed in the vibe with photo moments at the ULT Wall and first dibs on Sony ULT Power Sound’s newest lineup. To officially kick off the show, Sony Philippines’ President and Managing Director, Mr. Shuhei Sugihara, underscored the brand's commitment to pushing audio experiences further for a generation that wants music 
wherever they go. Mr. Kentaro Imamura, Sony Philippines’ Marketing Director, also shared the brand’s commitment to pushing boundaries in immersive audio together with Sony’s campaign For The Music. 

Sony Philippines President and Managing Director - Mr. Shuhei Sugihara

Sony Philippines Marketing Director - Mr. Kentaro Imamura

Mr. Arbie Bandiling, Sony PH’s Senior Product and Marketing Communications Executive for Personal Audio Systems, then took the spotlight to share the story behind the new ULT Power Sound series – a lineup made for culture, community, and bass you can feel in your chest. A high-energy teaser video gave guests a taste of what was about to drop. 

Sony Philippines’ Senior Product and Marketing Communications Executive - Mr. Arbie Bandiling 
Proving that powerful sound pairs best with bold style, the runway came alive with a fashion show with internet personalities and ULT squad members Jacqueline Jala, David Guison, and Angelique Manto, featuring pieces from standout local names like Strong Village, SUOT.NATIN, and DBTK – merging streetwear edge with Sony’s immersive vibe.

                              ULT  Squad Fashion Show 

Dance powerhouse A-Team delivered an electrifying performance that hyped the crowd for the big reveal, unveiling the ULT Power Sound series consisting the ULT Tower 9, ULT Tower 9 AC, ULT Field 5, ULT Field 3 and ULT Mic alongside the ULT Squad, a fresh roster of ambassadors who bring music, style, and self-expression together. Carlos Serrano III kept the energy flowing with a special routine before the live music took over.

                   Dance Hip-Hop Powerhouse A-Team electrified the stage with their performance 

Singer Jeremy G serenaded the crowd with his newest song “Parking Lot”, showcasing his immersive musical identity alongside the new ULT lineup. P-pop sensation, KAIA embodied ULT Power Sound series’ bold presence with their vocals and choreography. Breakthrough 
OPM artist Maki closed the live performances with his hit songs including “Dilaw” and “Kahel na Langit” that resonated with the event’s celebration of youth, emotion, and sound.
   Maki brought the house down with his performance of his hit songs 

The ULT Power Sound Line: Ultimate Sound Anywhere 
The event's main highlight was Sony’s new generation of portable speakers and audio gear. The flagship ULT Tower 9 (₱52,199) made its mark as a statement piece for any party – delivering massive, club-level bass and dynamic LED lighting that turns any space into an instant dance floor. Including a built-in battery, splash resistance, and a sleek design, it’s ready to bring the party outdoors or keep the music going anywhere, long after midnight. The ULT Tower 9 AC (₱39,999) offers the same powerful audio, bold lighting, and striking form factor, designed for those who prefer a plugged-in setup at home, ideal for condo living or dedicated entertainment spaces that demand unstoppable sound.

Content Creators get to try the new SONY ULT Power Sound Line 

Designed for music that moves with you, the ULT Field 5 (₱19,999) is a rugged portable speaker made for adventures. With punchy bass, wide sound dispersion, and water-resistant body make it the ultimate outdoor companion – complete with an adjustable shoulder strap that makes it as stylish to carry as it is functional. Meanwhile, the compact ULT Field 3 (₱10,999) proves that powerful bass doesn’t need to stay indoors. Small enough to toss in your bag but loud enough to start a party wherever you land, it also comes with the same versatile strap, turning everyday moments into spontaneous parties wherever you go, 
Rounding out the lineup is the ULT Mic (₱9,999) – the perfect partner for karaoke nights with friends. With clear vocal pickup, fun echo effects, and seamless pairing, it’s designed to work best with ULT speakers but can also connect easily to other speakers with a mic input, so anyone can step up and own the spotlight anywhere. 
Bring Home the Power – Now Available 
The full ULT Power Sound series is now available in Sony Centres and authorized dealers nationwide. Whether you’re setting up for your next house party, heading out for an adventure, or hosting an impromptu karaoke session, the ULT lineup is ready to deliver deep, powerful sound that moves with you.
To discover the ULT Power Sound experience, visit these links: 
● ULT Tower 9 - https://www.sony.com.ph/wireless-speakers/products/ult-tower-9 ● ULT Tower 9 AC - https://www.sony.com.ph/wireless-speakers/products/ult-tower-9ac ● ULT Field 5 - https://www.sony.com.ph/wireless-speakers/products/ult-field-5 ● ULT Field 3 - https://www.sony.com.ph/wireless-speakers/products/ult-field-3 ● ULT Mic - https://www.sony.com.ph/wireless-speakers/products/ultmic1 

For more details: www.sony.com.ph.