Several years ago, I began experimenting with an ancient Samsung mobile phone camera. The ridiculously cheap lens and complete absence of functionality produced quirky lo-fi – short for low fidelity, typically taken with poor-quality equipment – images that delighted me in a way SLR photography had not for years.
In just a few years and with an irresistible inevitability, mobile phone photography has gone from fringe to mainstream. Photo apps have stormed the kingdom of photography and dethroned the SLR.
About a decade ago, a camera was a minor feature on your phone. Today, Apple markets itself through giant reproductions of images taken with its iPhone 6.
But in late 2009, before the first photo had ever been posted on Instagram, an app designed to look like an old-fashioned camera went on sale on the Apple Store. The name appealed to a generation that wanted to be cool and sought something easy to use. Hipstamatic had arrived.
For the wired generation, it was love at first sight. Within a couple of years, more than four million people had downloaded the app. Hipstamatic groups sprouted around the globe. Exclusive Hipsta competitions and exhibitions were established. And for the first time, professional photographers admitted to using an app on assignment.
With its interchangeable lenses, assorted films, oddball flash guns and brightly coloured cases, Hipstamatic introduced an artist’s sensibility to photographic gear. The eccentricity of analogue toy cameras had been updated for the digital era. Hipstamatic’s mission seemed to be to make so-called ugly images beautiful. Light leaks, frayed and torn borders, overexposure and problematic focus were, it seemed, just what the times required.
Today, Instagram may monopolise the social media space for retro/lo-fi photography but Hipstamatic remains the photographer’s choice when it comes to apps. A lot of Hipstamatic’s appeal lies not just in the retro feel of the camera and the ever-growing volume of films and lenses but in its aesthetic.
Hipstamatic has style. Each lens looks as if it has been lovingly handcrafted by an expert artisan. Every film is unique and comes packaged in its own box. Both have a back story, often inspired by professional photographers that the developers particularly admire.
The app has an India connection too. Although all of Hipstamatic’s founders are design professionals, it’s the Creative Director Aravind Kaimal whose vision is most visible on Hipstamatic.
Kaimal was born in Thiruvananthapuram, the capital of the South Indian state of Kerala, and spent his childhood drawing. Tintin, the hero of a comic series by Belgian cartoonist George Remi, and his dog Snowy, served as the inspiration for much of his art at the time.
At the age of 17, Kamal landed in the US and went to art school in Chicago. At his first job, he crossed paths with graphic designer Lucas Buick, who, years later, asked for Kaimal’s help in designing a new photo app, tentatively named Hipstamatic. And the rest, as they say, is history. [Full interview with Aravind Kaimal here]