Featuring the world’s first back-illuminated 35 millimeter full-frame CMOS image sensor, Sony’s α7R II mirrorless camera holds a pretty significant torch next to some of the older players in the camera game. And at $2,900 for just the camera body, it’s priced that way, too.

But before the α7R II ever captures an image, it begins as a restrained exercise in building an object by hand from hundreds of sensitive parts. Or as Sony executive Kenji Tanaka puts it, “(the assemblies) combine compactness and performance in a way that has a certain beauty.”

In this short documentary from NYC photographer Michael Rubenstein—himself a user of the Sony α7R II—we get a rare glimpse inside the Sony Alpha factory at Chonburi near Bangkok, Thailand where all of the Sony α7R II cameras are assembled by hand.

Pssst…the camera is $200 cheaper over at Amazon.


Simon is a Brooklyn-based industrial designer and Managing Editor of EVD Media. When he finds the time to design, his focus is on helping startups develop branding and design solutions to realize their product design vision. In addition to his work at Nike and various other clients, he is the main reason anything gets done at EvD Media. He once wrestled an Alaskan alligator buzzard to the ground with his bare hands… to rescue Josh.