Note: This was my first project developed at Central Saint Martins in 2014. Students were given brands to study and design a camera for. It was all about understanding the experience offered by different brands and stimulating our lateral thinking since given brands were known for shoes, watches, cars and stationary items.
From family business to aspirational brand
During research I read Camper as being a brand that focuses on living in the moment. Once people try Camper shoes there's a large chance they'll get loyal to the brand. Camper means comfort to get you going through the day and their shoes are also versatile to wear in multiple types of occasion.
Capturing the essence
Their newer collections though, offer modern versions of classic shoes while still featuring older quirkier styles. This got me confused at first and it felt like in newer collections the brand was missing it's mojo.
In the end, being ready to adapt and experiment with the new is what makes Camper great. For that reason I opted to focus on the experience their shoes offer rather than simply translating their visual language to a classic camera.
After understanding the brand I was ready to imagine the use scenarios of the camera I was designing.
Who, where and when
User scenarios were essencial to come up with a set of minimum requirements for the camera. To help me with that I called users as 'everyday life explorers': people that are constantly looking to rediscover their surroundings by being ready to adapt.
Narrowing the brief
The camera should be a great travel companion, easy to grab at any time and a literal point-and-shoot, so that people never miss what's happening — a core insight that came from talking to professional and amateur photographers.
Breaking the mould
Camper break with the classic archetype by bringing exquisite materials, forms and shapes to it's industry — while still make people feel great and confident to wear. From my understanding, I had to design a camera that could do the same for it's market.
Sketch modelling taught me the way to go. A bouncing camera could be fun, but more of a fad than the thing to last; lifelog/weareable cameras are too much in vogue and I saw the point-and-shoot as a great opportunity to be explored.
Giving my sketch models for people to test taught me the best way to take pictures without looking. In the end I opted for a 'torch' format for a real point-and-shoot experience.
Never miss a beat.
Camino won't let you miss the real thing. It has no screen and no view-finder. All you have to do is hold it like a torch and point at a scene: capturing the best memories is a squeeze away from you.
A real point-and-shoot
Wave at a scene and your Camino will know when to get a steady shot. When the perfect pic is taken, it will give you feedback with a gentle vibration. GIF
Camino is made to last. It's body was engineered to be water, impact and dust resistant. By twisting the back of the camera, you'll find a USB-C port, the power button and wireless switch.
The Camino mode
As it does with it's shoes, Camper would rethink how we save our memories. Camino gives you freedom to create really wide panoramas while identifying what's moving on the scene. This way it captures a sequence of events in the same shot. You can capture the entire feeling of being there and access that memory the way it deserves to be remembered.