Tinymos Astrophotography Camera Design & Branding, Case study Tinymos - The Worlds Smartest Astrophotography Camera by Y&R Singapore

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Tinymos - The Worlds Smartest Astrophotography Camera

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Industry Photo & Video Cameras, Accessories
Media Design & Branding, Case study
Market Singapore
Agency Y&R Singapore
Chief Creative Officer Marcus Rebeschini, Komal Bedi Sohal
Art Director Boon Kheng Tan
Junior Art Director Benjamin Tan
Copywriter Lim De Neng, Viraj Chouhan
Junior Copywriter Gerald Jian
Released October 2016

Awards

Cannes Lions 2017
Mobile Technology: Innovative Technology Bronze Lion

Credits & Description

Title: Tinymos - The Worlds Smartest Astrophotography Camera
Agency: Y&R Singapore
Brand: Tinymos Private Limited
Country: Singapore
Entrant Company: Y&R Singapore
Advertising Agency: Y&R Singapore
Pr Agency: Tinymos, Singapore
Chief Creative Officer, Asia: Marcus Rebeschini (Y&R Asia)
Art Director: Boon Tan (Y&R Singapore)
Copywriter: Viraj Chouhan (Y&R Singapore)
Junior Art Director: Benjamin Tan (Y&R Singapore)
Junior Copywriter: Gerald Jian (Y&R Singapore)
Chief Creative Officer, Singapore: Komal Bedi Sohal (Y&R Singapore)
Copywriter: Neng Lim (Y&R Singapore)
Intern: Jabez Koh (Y&R Singapore)
Chief Executive Officer: Chen Junyang (Tinymos Private Limited)
Chief Executive Officer: Grey Tan (Tinymos Private Limited)
Chief Technology Officer: Chia Lih Wei (Tinymos Private Limited)
Chief Operating Officer: Ashprit Singh Arora (Tinymos Private Limited)
Content Manager: Raphael Goh (Tinymos Private Limited)
Growth Hacker: Titan Lee (Tinymos Private Limited)
Execution:
The tiny 113mm x 69mm x 22mm aluminum monobody frame is packed with top-of-the-line technology. •2688 X 1520 High resolution pictures of the stars and celestial objects•HD Video up to 180fps •Patented noise reduction algorithm•High-fidelity back-illuminated sensor •Interactive Star Map to point and find stars as well as upcoming celestial events •Smartphone pairing app to instantly share images
Outcome:
TinyMOS changed the world of photography by turning every lay stargazer into an expert astrophotographer. We not only created a new product that was coveted by amateurs and geeks alike, we broke the rules that dictated astrophotography. We were featured on CNBC and ABC7 with full-length featured episodes. Photography blogs like Lomography, PetaPixel, etc. gave us featured articles and glowing reviews. Technology blogs like Mashable, Stuff, FoxNews etc. took us viral around the world. A small camera that started in Singapore, created a big bang in the world of astrophotography, becoming a coveted item for amateurs and professionals. At a low price of USD500 and a weight of 450gms, we created a camera that was 3 times cheaper and 10 times lighter than traditional astrophotography equipment. In the end, the most important achievement was reigniting the passion for astrophotography in stargazers around the world.
Strategy:
The main barriers for astrophotography taking off among the masses were – cost, complex equipment and knowledge of both photography and astronomy. The emphasis of the solution was to create a camera that would be small enough to fit in your pocket and one that could be used by anyone with ease. The final retail price of US$500 was about 3 times lesser than a conventional camera solution, and the final weight of 500gms was 10 times lighter than traditional astrophotography equipment.
Synopsis:
TinyMOS aims to bring astrophotography to the masses by creating a camera that is portable, state of the art and easy to use – both in terms of hardware and interface.Tiny1 set out to break the two main barriers to astrophotography – expensive equipment and expert knowledge.
Campaign Description:
TinyMOS aims to bring astrophotography to the masses by creating a camera that is portable, state of the art and easy to use – both in terms of hardware and interface.Tiny1 set out to break the two main barriers to astrophotography – expensive equipment and expert knowledge.The TinyMOS camera was designed for ease of use and portability while maximising power. The tiny 113mm x 69mm x 22mm frame is packed with top-of-the-line technology. The interactive Star Map that helps plan excursions based on upcoming celestial events. Its a unique interface shows the location of stars and constellations in real time with a built-in search function.A TinyMOS mobile app pairs the camera with a smartphone to allow instant sharing of hi-res pictures and timelapse.