Alpha 7C | Create Your Vision

The World's Smallest + Lightest Full Frame Camera*

*Among digital ILC cameras that incorporate a full-size sensor with in-body image stabilisation

To the visionaries who create with boundless creativity.

We implore you to chase that feeling and create your own vision.

Draw your vision

Hear your vision

Style your vision

Meet the creators

Kase Avila

Music Producer

Kase Avila has long been a cornerstone of the Sydney music scene; his brand of ebullient and soulful beats have been filling dancefloors and bedrooms of hip-hop heads for the better part of a decade. In 2019 he released his first ever LP 'Soul Calibre', a project that also marked his debut on renowned label Low Key Source. His latest project 'Minerva' signifies Kase's continuing ambition to preserve the purism of hip-hop while simultaneously pushing its boundaries with one kick, snare, and key at a time. Kase is also a prominent figure in the streetwear scene in Australia, being one of the founding members of the renowned CAPSULE Store.

Katherine Sabbath

Cake Creative

Sydney cake queen Katherine Sabbath is one of the coolest creatives around, loved equally for her cutting-edge cake designs and quirky personal style. Kat is a high school teacher turned cake creative whose unique designs are celebrated by baking enthusiasts globally. She shares her creations and innovative recipes with her half a million followers, who hang on every sprinkle. Most recently, Kat has rather fortuitously become the new owner of Creative Cake Decorating – a premium Australian made food-colouring company, established in 1986. She now works there full-time and continues to celebrate the joy of creative cake making with dessert lovers worldwide. Kat lives in Sydney with her four legged doggo bestie Pluto & her extended family of indoor plants.

Mitch Revs

Painter & Illustrator

Mitch Revs is a self-taught artist & illustrator working and living in Newcastle, Australia. Starting out as an apprentice tattooist, Mitch made the transition to murals and fine art developing his distinctive colourful and cartoon-like style. Mitch's coastal lifestyle is reflected in his artwork, with inspiration drawn from his upbringing which revolved around surfing & skating. Late 2019 saw the opening of the Mitch Revs Gallery. This colourful space is found in Newcastle's CBD and is home to all of Mitch's work. The gallery offers custom printing and framing, weekly workshops for Kids and Adults, exhibitions and more.

What inspires your creativity?: My family and friends. I am very blessed to have an amazing cast of people around me. They have a positive aura that also oozes a tonne of creativity. It's hard not to be inspired when I am constantly surrounded by it on a daily basis.
Music is only one part of your creative outlet. What are the other things that get you up in the morning?: I have a strong passion for anything related to design. I love taking photographs, particularly in editorial fashion. I currently help a couple of friends who run small retail businesses with their editorial content. I also have a degree in Industrial Design and dabble in a bit of design in my spare time. I love basketball and sneakers and sometimes combine both in my own art. I've been known to draw a couple of sneakers here and there as well!
What are some important lessons you've learnt in your music career thus far?: To be true and genuine and to be careful about ‘trends'. It's easy to latch on to what is popular but people can easily see through it. Your passion and hard work will generally outshine everything else.
What's one thing you would like people to take away from your style?: To have fun. Once it doesn't get fun is it even worth it any more?
Do you have any creative mentors or someone who has influenced your work?: The biggest inspiration for me is a hip hop producer named J-Dilla. He was a pioneer for that boom-bap 90's hip hop style. He was an innovator and influential when it came to sampling. His drum programming, chord progressios and basslines were on a different level. He was so ahead of his time and is somebody that everybody still tries to mimic and aspire to.
Any advice for up and coming music producers?: To trust the process and to be patient. Don't be phased about not being heard and not getting the attention you think you deserve. Have clear intentions. Are you doing it for yourself? Or are you doing it for the props? Most importantly, don't rely on social media to give you satisfaction. The only person you need to validate your work is yourself.
When you first saw the Alpha 7C, what was your first impression?: The form was something to behold. The size combined with the two-tone finish was something that drew me in straight away. It had a sense of nostalgia with an ode to classic point-and-shoot bodies but then had all the new digital full-frame capabilities that blew my mind.
Is there a feature of the Alpha 7C that is going to benefit your photography?: The size! It's a little pocket rocket. I can tuck it into the pouch pocket in my hoodie and carry it around everywhere without it being obtrusive. The autofocus, particularly in video, will also help me when I'm making my music videos for social media as well. It's a must-have for those who dabble in multiple creative fields.

Q&A with Katherine

What inspired you to start your cake decorating career?: Like most kids, I loved the allure of cakes and fantastical looking sweet things. My real passion for baking though was ignited in high school, when I began baking little sweet treats to share with my friends on our birthdays. It's a really thoughtful and fun way to show someone that you care about them - and with practice, totally delicious!
What drives you to keep creating new and wonderful designs?: The pure joy of creating, trying new things, and sharing this goodness with loved ones! I love to challenge myself and find more efficient ways to create utter deliciousness.
What would we find you doing when you're not creating your next masterpiece?: You can usually find me working away at Creative Cake Decorating, playing with my dog Pluto in the park, tending to my family of rapidly growing indoor plants, and sharpening up my photography skills.
Do you have a creative mentor or someone who has influenced your work?: I'm greatly influenced by Aussie pastry chef legends (of whom I'm lucky enough to now consider my friends), Kirsten Tibballs, Adriano Zumbo, and Anna Polyviou.
What's one piece of advice that you'd tell your younger self?: Ignore any feedback that isn't constructive. Oh, and learn how to do your taxes.
Any career advice for young or fresh bakers?: Bake with the flavours that you enjoy eating, the designs that you enjoy creating, and for the people who you love!
When you saw the Alpha 7C, what was your first impression?: It's a beautifully designed and compact camera, with an extremely handy articulated screen.
Is there a feature of the Alpha 7C that is going to benefit your photography?: The superb image quality is the most important feature for me, as well as the general ease of use. This is where the autofocus, recording functionality, and phone connectivity really shine!

Q&A with Mitch

What inspires your creativity?: My home town plays a big part in motivating and inspiring me to create. Newcastle is such a beautiful city that has so much to offer. With its world class beaches & historical landmarks, capturing these surroundings in a unique artistic way brings a sense of colour, humour & nostalgia to those who find themselves standing in front of these artworks.
Can you tell us the story behind one of your favourite pieces?: I posted a caption on Instagram about 12 months ago - "You might think that you are not a creative person / parent & that is O.K, just make sure this does not lead you to unintentionally remove the influence of creativity from the youth of today. Let them decide their future. Cover them in paint & let colour become part of their life before they find the iPad". I ended up making this into an artwork. This piece has not only inspired others to do this, it inspired our gallery to create kids workshops and teach the importance of creativity.
When you're not immersed in creating, what are you doing?: I think I speak for almost every creative when I say this, it never stops. When I'm not immersed in a commissioned project, I am working on my own pieces, planning, thinking, making. Surfing Is a great outlet for me - it's one of the only things that allows me to temporarily zone out, while still being inspired by the ocean.
What do you hope people take away from your art?: I just want to encourage other people to create. I vividly remember when I was a kid hearing about artists like Vincent van Gogh, Michael Leunig, Ken Done. They were sooo cool, I wanted to be just like them. I would sit and just trace other people's artwork because I didn't have a clue how to come up with something. I had no vision, no concept, I would get so frustrated. I just wanted to draw something, anything. No one told me that It takes time, just like anything else in this life. You need to put in your 10,000 hours. Cartoons are a great starting point. You can make your own stories, characters and take the viewer on an adventure.
Is there someone who has influenced your craft or a person you consider a mentor?: Michael "Eggo" Eggleston - Mick is a local artist in Newcastle and is a big inspiration of mine.Originally Eggo worked for the newspaper as a cartoonist here in Newcastle, before making the transition to a more traditional art practice - painting landscapes. Being a kid and having someone like Mick to look up to really helped me get to where I am today. I can only hope that I am making the same mark on kids these days.
What advice do you have for aspiring artists trying to make it?: Art needs to evolve from the passion you have for the craft not for the profit. I know it's easier said than done but it's so common these days. We live in such a fast-paced world where trends and fads come and go day by day. With social media at our fingertips it's easy to get your art in front of someone on the other side of the world with the simple click of a button, but what is going to catch their attention in that split second before they scroll to the next slide? Point of difference! Find your own style - it's so important.
When you first saw the Alpha 7C, what was your first impression?: I was really excited. The two tone design really caught my eye. It looked different to the other cameras I've used before. Then hearing about all the tech crammed inside was icing on the cake.
Is there a feature of the Alpha 7C that is going to benefit your photography?: There are a few things about this new camera that will really benefit me. The size and weight being number one. The second would be the flip out screen. And lastly knowing the camera has that full frame sensor! I've got the confidence that when I shoot my artwork, I know the viewer will see a stack of detail that they'd only get in person when they came into my gallery.

Create Your Vision