creating A NEW FAMILIAR

During my year at Artefact I spent most if it working on the Lytro project - partnered with my long-time friend and colleague Markus Wierzoch.  He and I are both highly obsessed with photography and photography gear - in fact, Markus is the official photography expert at Artefact Group, having made some waves a year or two before with his provocative WVIL camera concept.

Being avid camera users, we had both been wanting to design a camera for most of our careers.  The traditional SLR camera is an expert's tool - heavily weighed down by tradition and norms that are passed down from generation to generation.  Add to this the fact that expert photographers are among the most vocal and critical consumers in the world and you get a product platform which struggles to buck tradition, which produces the same flaws year after year.  When the opportunity came to design the next Lytro camera, we both regarded it as a dream project:  here was a chance to evolve the exciting Lightfield camera by adopting traditional camera controls and therefore so much more capability - but also, because this was a whole new platform: here was a chance to buck traditions and evolve the conversation about what a high-end camera can be.