Sony Creator’s Fest 2025: A Celebration of Storytelling, Technology, and Community

Makati, September 6, 2025 – Sony Philippines brought together the country’s most dynamic creators and aspiring storytellers for Sony Creator’s Fest 2025, a day-long celebration of connection, collaboration, and creation. True to Sony’s belief that “Together, We Create” the festival transformed Baked Studios into an interactive playground where technology meets artistry, and where craters of all levels discovered new ways to bring their stories to life.

Panels and Creator Conversations

This program opened with a keynote from Mr. Shuhei Sugihara, Sony Philippines’ President & Managing Director, who shared Sony’s vision for empowering creators–encouraging attendees to take their “first step” into content creation, build their identity, and continuously evolve with Sony by their side. Following this, Mr. Kentaro Imamura, Sony Philippines’ Marketing Director, delivered a brand talk that delved deeper into how Sony cameras have been designed to break creative boundaries, offering creators both freedom and precision in their craft.

A centerpiece of the festival was the panel discussion featuring some of the country’s most influential voices in content creation: Erwan Heussaff, Janina Manipol, Miki Labarda, Abi Marquez, Wil Dasovich, and Hannah Pangilinan. Led by the event host, Doreen Suaybaguio, the Sony Creators shared their journeys, insights, and challenges as creators, while reflecting on how Sony cameras–from vlogging kits to professional setups–have helped them push boundaries and bring their unique visions to life.

Immersive Zones

Attendees then dove into four experiential zones, each designed not just as a booth, but as a hands-on playground powered by Sony’s imaging innovations. As the hero model of the experiential zones, the FX2 allowed creators to capture cinematic-quality content across travel, lifestyle, food, and vlogging environments, proving itself as a game-changing tool for modern storytellers.

In the Cinevlog Zone, guided by cinematic storyteller and content creator, Miki Labarda, participants learned how to transform everyday captures into cinematic stories. With Sony’s compact yet powerful vlogging cameras on hand, visitors experimented with framing, motion, and narrative flow, turning simple footage into striking mini-films.

The Travel Zone was a whimsical glamping campsite, complete with a vintage camper van mock-up, picnic chairs, a bonfire scene, and forest-inspired decor. Here, Kyrke Jaleco, commercial director and travel creator, demonstrated how Sony’s lightweight systems make adventure content both immersive and authentic. Attendees were encouraged to step into the setup, shoot their own travel-inspired content, and experience firsthand how Sony gear performs in dynamic, outdoor-like environments.

Designed with colorful jars, backdrops, and long table sets for interactive sessions, the Food Zone invited participants to create garnish-your-own mocktails—a fun activity that doubled as a live lesson in capturing food and beverage content. Guided by food photographer, Fern Dy, attendees learned techniques for shooting vibrant food visuals, with Sony cameras highlighting texture, detail, and color.

Meanwhile, the Lifestyle Zone, staged outside Satori Specialty Coffee, offered a content-friendly setup. With commercial director Miguel Sotto leading the space, participants explored how to tell authentic lifestyles stories—from cozy coffee moments to everyday portraits, proving how Sony cameras adapt seamlessly to personal branding and spontaneous creativity.

A Festival of Community and Creativity

Throughout the day, participants were grouped into teams, infusing the festival with camaraderie and competition. Aputure, Hollyland, Snickers, OFF by SC Johnson, and Satori Cafe also provided support as brand partners for the event, allowing workshops, meet-and-greets, and live challenges which encouraged attendees not only to test out Sony cameras and equipment but also to collaborate and create content on the spot—echoing the event’s theme that creativity thrives when shared.

On the day of the event, attendees were recognized through Best Zone Content awards and exciting raffle draws, with winners taking home exclusive Sony merchandise. The larger prizes, including Sony Alpha 7C II with 28-60 mm zoom lens and Sony ZV-E10 II with SELP 15-50 mm power lens, will be awarded to the winners after the submission deadline. These contests underscored Sony’s belief that creativity thrives in community–where collaboration, shared experiences, and collective inspiration bring out the best in every creator. The night closed with an electrifying set from DJ Justin San, sending attendees home on a high, perfectly embodying the energy of “Together, We Create”.