Forget Instagram — Photographers can bling out their SLR camera and take effects-heavy pictures with the reinvented Petzval Lens from Lomography.
The New York-based company today launched a Kickstarter campaign to fund its new take on an old concept. Within hours, the project earned almost double its pledged goal of $100,000, with another 29 days left.
This campaign is designed to bring the legendary 19th century Petzval lens to 21st century photographers and videographers. Designed to work with the Canon EF and Nikon F mount cameras, the lens “will bring with it a whole new world of possibilities,” the company said.
The same distinctive look of Petzval pictures, with their sharpness and crispness, strong color saturation, swirly bokeh effect, artful vignettes, and narrow depth of field (see below), will come to life once you snap on the copper-plated, high-quality glass optic Petzval Portrait Lens.
“Words cannot express how happy the entire team at Lomography is to achieve such an unprecedented warm reception towards the Petzval lens,” the company today wrote in a Kickstarter update. “In less than 6 hours, we have achieved our target goal of $100,000 — and still going higher!”
The extra money will be used to shower supporters with additional rewards, including more pledge options at the $350 level, and a set of small commemorative Petzval photo prints for all backers (now that the campaign has surpassed the $200,000 mark).
Lomography will also squirrel away some of the added funds for “more exciting analog photography projects we have in store,” a spokeswoman told PCMag.
At press time, the Pezval lens project had earned upwards of $230,870 from 637 backers, and is ticking higher every minute.
One hundred early supporters snagged the camera accessory for a special price of $300; two pledge levels remain to purchase the lens for less than its retail price. Everyone else will have to lay down $99 for the device, which is expected to ship in February, though the first 1,000 pieces, Lomography said, will likely make it out of the factory in December.
For an inclusive history of Joseph Petzval and his revolutionary lens, as well as full tech specs, check out the company’s Kickstarter page. And take a look at the Petzval Lens in action in Lomography’s video below.
This isn’t Lomography’s first foray into crowd-funding, though. The photography firm joined Kickstarter in January to raise money for its Smartphone Film Scanner, which turns 35mm film strips into shareable motion pictures. The project flew past its $50,000 goal, earning more than $268,700 from 3,543 backers, in just 21 days.
[Source: Stephanie Miot @ PCMag]