FOR RELEASE on Monday 22nd April 2024

New app, captures natural photos with authentic film character, straight out of your iPhone.

Today sees the launch of a new point-and-shoot camera app that aims to inject character and serendipity into the iPhone photography experience.

No more over-sharpened, artificial looking, 'phone camera' photos, uses a custom image processing pipeline to recreate the look and feel of film, with high quality colour emulation, realistic film grain and subtle analog characteristics. Despite it’s focus on simplicity, the app is far from a mere toy, with enough depth to provide an inspiring photography experience for all.

The creation of was driven by a desire to inject some excitement back into mobile photography. Alex Fox, describes his motivation, “The beauty of mobile photography is you have this really capable camera in your pocket, but despite the tech getting better every year, there’s been a trend towards over-processed and flat looking images. I wanted to feel inspired again.”

As well as recreating the look of film, also takes inspiration from the experience of instant film cameras. There is no live ‘filter’ preview and no editing tools within the app, letting you focus on capturing the moment instead of flipping between effects.

“Since the first Polaroid camera, photography has been focussed on more convenience and more control, but I think we’ve lost some of the magic along the way’, Alex explains, “Some of the design decisions I made were intended to reduce the conveniences we’re used to, urging users to be in the moment, instead of worrying about which filter to use, or staring at their phone editing.”

Over the last two months has been trialed by a select group of photographers who have collectively captured over 100,000 photos, and provided invaluable feedback for Alex to shape the final product. “The response has been incredible! It really helped me stay motived and give me confidence in my vision for the app. A huge thank you to everyone who took part.” is available today via the Apple AppStore with a free 7-day trial, after which full access can be purchased for a one time fee of $14.99 / £14.99, or via a $1.99 / £1.99 monthly subscription.

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