Digital technology is omnipresent nowadays, which is perhaps why so many people long for the charm and uniqueness of analogue photography. The fact that an instant camera is able to print out photos right after they have been taken, turns photography into a tangible experience, which is why it has enjoyed such a remarkable comeback in recent years. INSTAX mini EVO Brown represents the next evolutionary step in instant photography. By using digital functions, the hybrid camera expands the possibilities of instant photography while still looking, feeling and sounding like a traditional camera. The light brown casing of the INSTAX mini EVO Brown makes it stand out from classic instant cameras. Metal elements and a tactile, leatherlike finish give it a retro look that is underscored by the physical buttons and dials used to control the digital functions. Turning the lens ring allows users to select one of several lens modes, while operating the film advance lever triggers the printing process. The camera offers a total of ten integrated lens settings and film-effect filters for 100 different types of shot, an automatic exposure meter and countless other functions for multifaceted images. Photos can be printed straight away or, like with other digital cameras, be stored digitally. Camera users thus have the option to check their photo on the display and can, if they wish, take another shot of the image or simply print out the original later. Photos taken with the INSTAX mini EVO Brown can also be sent to a smartphone via Bluetooth to make sharing easier and quicker, but smartphones can, in turn, be used to send images to the instant camera for printing. Clever synergy that also managed to win over the jurors. “This product skilfully blends the rituals of an instant camera with the extensive functionality of a digital camera. With its look and feel of a ‘real’ camera that it manages to capture in operation, the INSTAX mini EVO Brown takes instant photography to a new level of precision and gives it a professional touch.”
