Every year, millions of amateurs upgrade to a professional DSLR hoping for better photos. What they get is a camera they can’t use. In fact, two thirds will only use their DSLR on auto. We needed to show consumers the Sony NEX would give them the same result without the difficulty. We also new people researched camera purchases online so we spread a series of films mocking clueless DSLR users via camera bloggers and YouTube.