Two companies intend to turn consumers back to their filmmaking roots

Kodak, in partnership with fuseproject, plans to revive the Super 8 camera. As the first maker of the Super 8 camera, it’s fitting that Kodak aims to return to its roots. Consumers and companies alike have a certain nostalgia for analog experiences in an increasingly digital world. Super 8mm film cameras were first manufactured in 1965 by the camera maker to accompany its newly introduced amateur film format, which eventually replaced Standard 8mm film.

Manufacturing of the camera lasted until video cameras arrived on the scene in the early 1980s. Then, much to film lovers’ dismay, the medium slowly died off. But now, the beloved Super 8 camera back. Think about it, this iconic camera told visual stories, it’s responsible for some of the most iconic films in history and maybe even more embarrassing childhood home movies.

An inherent relationship exists between the videographer and his-her camera. To successfully reboot the film camera, designers must pay precise attention to the tactile aspects of the tool. Many details must be accounted for to make its revival a success. For some enthusiasts, cameras are ritualistic; the process of loading film into the film bay is a special routine for many videographers. As a 21st century device, the display and controls must be elegant and meet consumers’ modern standards. However, if there’s any team capable of tackling this project it’s fuseproject.

In a blog post about the undertaking, fuseproject says that the new camera design “is focused on combining digital technology such as an LCD screen with new materials and ergonomic features, enabling users to experience the craft of 8mm filmmaking with modern qualities.”

With deep insight into the tangible aspects of product design, this team, who is behind the execution of Jawbone Up and August Smart Locks, have proven ability in helping consumers negotiate how analog technologies are escaping from our increasingly digital lives. Yves Béhar, founder and principal designer of fuseproject, has spoken before on addressing the challenges of our hyper-connected world. As this technology continues to inspire filmmakers and hobbyists around the globe, there is a lot of room for innovation, but a tip of the hat to the classic is welcome, too.

Kodak | fuseproject

Originally published at www.psfk.com on January 7, 2016.