Speak no WVIL

Posted on Jun 12, 2011 in Media

After all the dust around our Camera Futura concept seems to have settled, I took a look back at some of the hundreds of articles that were written about it. The publicity didn’t start all too well, with our little “rogue” CES video being at first considered it a hoax by some. Engadget spoke of it being “unbelievably fake” and called our initial video a “pathetic viral campaign”… we’d probably take a different route the next time around.

Still, after we posted a video vignette, describing the product’s user experience and after ReadWrite picked up on the design, the media started to focus more (pun intended) on the concept, rather than the way we first introduced it. ReadWrite’s Richard MacManus wrote the following:

As we increasingly rely on our smartphones to take photographs, wouldn’t it be great if there was a lens that could easily be added to their smart phone. That’s exactly what this camera concept aims to achieve. The Wireless Viewfinder Interchangeable Lens is an idea that would allow users to easily attach or remove a professional lens to almost any device.

My favorite article about Camera Futura was written by Wired‘s Bruce Sterling, who said:

There’s something really contemporary and even beautiful about the way this provocative “concept camera” is packaged and rolled out. First, there’s the way cameras are re-imagined “after the death of cameras” — actually, they’re imagined as if there had never been any cameras, as if cameras had always been component-based platforms and operating systems mashed-up through APIs.
And then the article itself, or the WVIL provocation, behaves as if there had never been camera companies. No economies of scale, no mass-production muscle… just an atelier shaping the tech conversation while vaguely threatening to find a production method somewhere-or-other. It’s a provocation, but it’s also a disruption. There’s something very of-the-moment about this. It’s like the camera-biz equivalent of BitCoin.

Here is what other media outlets wrote:

When can we buy one? (Please excuse the drool as I type this.)

John Pavlus, FastCo Design

Oh how I wish the 31 megapixel, full frame sensor Camera Futura camera phone were real.

Scott Hansen, ISO50

This is one of the most beautiful and innovative concepts you’ll have seen in a long time, and acts upon something I’ve always wondered about—why can’t manufacturers just add cellphone guts to a camera?

Kat Hannaford, Gizmodo

Artefact has created a concept camera for the smartphone age

Jonathan Eger, Photo Weekly Online

Artefact have imagined a new camera that fits portability, flexibility and quality requirements.

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So, what do you think?