BuInspiration

Hipstamatic

by Hipstamatic , LLC

Description

"Digital photography never looked so analog. The Hipstamatic brings back the look, feel, unpredictable beauty, and fun of plastic toy cameras of the past! The Hipstamatic keeps the quirks of shooting old school but gives you the ability to swap lenses, film, and flash settings all with the swipe finger" - Hipstamatic, LLC

I am a Lomography lover who carry a toy camera and shoot everywhere. I have my own collection of toy camera which is using film (analogue camera). Holga Black Corner camera is one of the cameras that i most like because it produce a heavy shadow vignette effect at the corner of the image. Besides, there are different types of film. Different film produces different effect to the image. Example, using X-PRO film can produce cross-processing effect. That what it known as filter for the mobile camera application now (Ex : Hipstamatic app) . I called the world now as the 'app' world. People around me mostly everyone is using a smartphone , either iPhone or Android. Looking at my friend 's Facebook , always updated her lomography-effect photos that is shoot with the Hipstamatic app. So that is why, i feel there is no longer analog or the 'tradition' of the lomography. Everything becomes digitalize and so convenient that just a tap and you will get effect that you want without changing film like analog.

The old and new way of lomographying , this app and toy camera remind me of a great philosopher , Herbert Marshall Mcluhan's theory that i learnt in class . I remember one of his quote :

“The past went that-a-way. When faced with a totally new situation, we tend always to attach ourselves to the objects, to the flavor of the most recent past. We look at the present through a rear view mirror. We march backwards into the future.”

And this became known as the rear-view mirror effect.

In fact I think the Hipstamatic app had imitated the old school toy camera and it epitomizes what Mr. McLuhan meant by the rear-view mirror effect.

Even Henry Jenkins(Provost's Professor of Communication) discussed that "still photography imitated visual art." Hipstamatic app seems to approach photography to their origins with the vivid colours and magic look imitating the thirty-year old lomography cameras.

Noted that "The Hipstamatic brings back the look, feel, unpredictable beauty, and fun of plastic toy cameras of the past!" - at the description of the Hipstamatic app.

It's clear to me that the App store really looks at the Hipstamatic camera as a plastic toy camera.The Hipstamatic app camera have functions like swap lenses , flash and film settings to get different outcome of a image.The same effect that what we get on analogue camera.

"From the minute you launch Hipstamatic, you can tell this is a different kind of camera app... your iPhone is transformed into a small toy camera." - Beau Colburn, Macworld.com.

I think that the App store had implies the Hipstamatic camera app to users who hate and love lomography. People who loves the effect of lomography but hate to develop film. This app is just perfectly make for them with the intertextuality of the old day plastic toy camera in a easier way to capture a Lomograph without developing the film. This is how App store could improve the problem with the idea of "We live in a present which is always future past” (Jurgenson 7) that something similar to Mcluhan's idea , "we look at present through a rear view mirror." We always tend to refining things and make things better from the past , that is why we always look back in present.

Apple launched Hipstamatic Mobile App : Rear-View Mirror Camera