The Focus Cup | Focus Camera x Sony Alpha

Focus Camera's annual creator championship returns to the rooftop!

Step into The Focus Cup—where photographers put their skills to the test across immersive shooting experiences, competing for the title of 2026 Focus Cup Champion and thousands of dollars in prizes.

Throughout the evening, creators will test their skills across professionally designed photo sets, hands-on gear experiences, educational presentations, and live creative challenges before submitting their strongest image to a panel of industry professionals.

THE FOCUS CUP

The 9th Annual Rooftop Event in Partnership with Sony Alpha

🗓️ Wednesday, September 9, 2026

📍 The W Loft
240 Kent Ave
Brooklyn, NY 11211

⏰ Check-In: 5:30 PM
Event: 6:00 PM – 10:00 PM

Join Focus Camera, Sony Alpha, Aputure, Amaran, Westcott, Nanlite, and our industry-leading creative partners for an evening of photography, filmmaking, content creation, education, networking, and competition overlooking the Manhattan skyline.

The Focus Cup is Focus Camera's premier annual creator event, bringing together photographers, filmmakers, and visual storytellers for an immersive evening of creativity, collaboration, education, and competition.

At the heart of the evening is The Focus Cup Championship. Throughout the event, attendees will rotate through professionally designed photo environments, experience the latest Sony cameras and lenses, compare lighting systems from leading manufacturers, learn from working professionals, and connect with fellow creators.

Every attendee may submit one image captured during the event for a chance to become the 2026 Focus Cup Champion.

At the conclusion of the evening, a panel of judges will select four winners, with one Grand Prize Winner crowned the 2026 Focus Cup Champion. The Champion will have their name engraved on The Focus Cup Trophy, proudly displayed at Focus Camera for the next 365 days, and will receive the Grand Prize Sony Alpha Camera Package, along with additional prizes from our participating event partners.

Whether you're competing for the championship, building your portfolio, testing new gear, creating content, or expanding your creative network, The Focus Cup is designed to challenge your creativity and celebrate the photography community.

What To Expect

🏆 The Focus Cup Championship

🎤 Live Creator Panel & Industry Discussions

📸 Fully Styled Photo Sets with Professional Models

🎥 Cinematic Activations

📷 Complimentary Sony Camera & Lens Loans

💡 Lighting Demonstrations from Westcott, Aputure, Amaran & Nanlite

🤝 Creator Networking

🎁 Sponsor Giveaways & Prize Drawings

🌆 Rooftop Views of the Manhattan Skyline

Featured Creator Panel

The Art of Sports Storytelling

Hear directly from leading sports and action photographers during a live creator panel exploring the art of visual storytelling behind some of the world's biggest sporting events.

Topics Include:

• Behind-the-scenes access to professional sports photography
• Capturing decisive moments under pressure
• Hybrid photo and video workflows
• Working with speed, lighting, and constantly changing environments
• Storytelling through sports, culture, and fan experiences
• Building relationships and growing a career in the creative industry

Sony Gear Experience

Get hands-on with the latest Sony Alpha cameras, G Master lenses, and Cinema Line equipment in real-world shooting environments throughout The Focus Cup.

What's Included:

✔ Complimentary Sony camera and lens loans (first come, first served)
✔ Access to the latest Sony Alpha, G Master, and Cinema Line gear
✔ Hands-on support from Sony specialists and Focus Camera experts
✔ Personalized guidance, shooting tips, and product recommendations

Please Note: A valid government-issued photo ID and credit card are required to borrow Sony equipment.

Whether you're considering your next camera, testing a lens before you buy, or simply exploring Sony's latest technology, this is your opportunity to create with professional imaging equipment and experience what Sony has to offer firsthand.

Immersive Lighting Experiences

Step into fully designed shooting environments built for creators.

Explore interactive photo and video sets designed around photography, lighting, filmmaking, and visual storytelling.

Capture dynamic portraits, cinematic content, commercial imagery, editorial work, and action photography while experimenting with professional lighting, modifiers, and creative techniques.

Meet the lighting specialists:

Justin Wieczorek — Aputure / Amaran
@amarancreators
Lighting • Filmmaking • Video Production

JC Carey — Westcott
@JCPhotoMedia
Portraits • Sports • Weddings • Lighting Education

Silvia Pangaro — Nanlite
@Silvia_Pangaro
Portraits • Ballet • Glamour • Entertainment Photography

Kelly Mena — Nanlite
Photographer • Creative Director • Producer

Get hands-on with the brands and connect directly with the specialists behind the gear.

Throughout the evening, attendees will have the opportunity to explore different lighting systems and modifiers, ask questions, experiment with setups, and discover new ways to shape their images and create cinematic content.

SHOOT. EXPERIMENT. CREATE.

THE Focus Cup Championship 🏆

Throughout the evening, attendees are encouraged to capture their strongest work while exploring every immersive creative experience.

Each attendee may submit one image captured during the event to compete in The Focus Cup Championship.

A panel of judges will evaluate each submission based on:

• Creativity
• Technical Execution
• Composition
• Storytelling
• Overall Impact

The judges will select four winners, with one photographer crowned the 2026 Focus Cup Champion.

Thanks to the generous support of Sony Alpha and our participating event partners, attendees will have the opportunity to win incredible prizes and enjoy exciting giveaways throughout the evening — including the chance to take home the Grand Prize Sony Alpha Camera Package, along with an incredible selection of prizes and giveaways generously donated by our amazing sponsor partners. 

The Champion will also have their name engraved on The Focus Cup Trophy, which will be proudly displayed at Focus Camera for the next 365 days until the following year's championship.

Championship Rules

✔ One image submission per attendee
✔ Image must be captured during The Focus Cup on September 9, 2026
✔ JPG format only
✔ No editing or post-processing permitted
✔ On-site printing provided
✔ Judging begins at 10:00 PM
✔ Four winners selected, including one Focus Cup Champion
✔ Sony loan gear encouraged but not required
✔ Must be present to claim prizes

🎁 Prizes & Giveaways

Thanks to the generous support of Sony Alpha and our participating event partners, attendees will have the opportunity to win incredible prizes and enjoy exciting giveaways throughout the evening—including the chance to take home the Grand Prize Sony Alpha Camera Package and other sponsor prizes.

🎁 A Welcome Gift from Lexar

Be among the first 200 attendees to visit the Lexar booth and receive a complimentary Lexar memory card—our welcome gift to help you capture every moment of The Focus Cup.

Available while supplies last. Limit one memory card per attendee.

💲 Exclusive Event-Day Offers

Take advantage of exclusive event-only pricing, special promotions, and limited-time offers from Sony Alpha and participating event partners—available only to The Focus Cup attendees.

📱 Post-Event Instagram Contest

The competition doesn't end when the rooftop closes.

Beginning at 10:00 PM, attendees can continue competing online by sharing their favorite image from The Focus Cup.

To Enter:

✔ Tag @FocusCamera
✔ Use #TheFocusCup

Winning images will be featured on Focus Camera's Instagram, with winners announced over the following weeks.

Presented In Partnership With

Meet with participating brands throughout the evening to explore the latest products, ask questions, and take advantage of exclusive event-day promotions.

Focus Camera

Sony Alpha

Westcott

Aputure

Amaran

Deity

Hollyland

Samson

Nanlite

NiSi

Nanuk

Glyph

Lexar

Legion Paper

The Department Of Youth Services

ReelCharge

SmallRig

Your Ticket Includes

✔ Access to all immersive creative experiences
✔ Hands-on access to the latest Sony cameras, lenses, and imaging technology
✔ Complimentary Sony camera and lens loans (first come, first served)
✔ Educational presentations, live demonstrations, and creator sessions
✔ Entry into The Focus Cup Championship for a chance to win the Grand Prize Sony Alpha Camera Package and other sponsor prizes
✔ Networking with creators, photographers, videographers, and industry professionals
✔ Access to participating vendor exhibits and interactive experiences
✔ Sponsor giveaways and exclusive event-only promotions
✔ Complimentary refreshments and beverages
✔ Stunning rooftop views overlooking the Manhattan skyline

🌆 See you at the rooftop! 📸

We look forward to welcoming you to The Focus Cup—where creators come together to learn, connect, create, compete, and celebrate the art of photography and filmmaking.

Will you become the 2026 FOCUS CUP Champion? 🏆

Event Disclaimer

Please note: Focus Camera is not responsible for any personal property or belongings brought to the event. Attendees are advised to keep their personal items secure at all times. Focus Camera will not be liable for any loss, theft, or damage to personal property that may occur during the event. We appreciate your understanding and cooperation.

By attending a Focus Camera event, you acknowledge and agree that photographs, video recordings, and other media may be captured during the event. By entering the event premises, you grant Focus Camera and its partners permission to use your likeness, image, voice, and any recorded media featuring you for marketing, promotional, advertising, and other lawful business purposes without compensation. If you do not wish to be photographed or recorded, please refrain from entering the event.

By providing your phone number, you consent to receive marketing and promotional communications from Focus Camera, including event updates, special offers, and other marketing materials. You may opt out at any time.