In the world of analogue photography, 110 films and cameras are childhood memories that seem impossible to get back. The format has long been discontinued and all remaining 110 film cartridges are long expired. However, Lomography have revived the format in 2012 and since then, they are the only ones still producing 110 films and cameras. The release of the Lomomatic 110 is, thus, one of the most exciting analogue releases of the past decade.
Following the success of the LomoKino concept video, I was entrusted with three last tasks during the last month of my internship at Lomography: one of them was creating a stop motion-style commercial for the new and exciting Lomomatic 110. Inspired by roadtrips and the Beat Generation, the Lomomatic 110 takes design inspiration from Mulholland Drive, Golden Gate, Melrose Avenue, Passo Dello Stelvio and 24 Heures du Mans, to name a few.
In the two main compositions of the video, the Lomomatic 110 is presented as an indispensible part of a traveller’s kit. The dedicated accessories such as the coloured flash gels and the metal film tin play a game of hide-and-seek amongst travelling gear, while the camera and film cartridges take the form of a moving train, guiding their users on a trip all across the world. The video is made from a collage of images, animated in Adobe After Effects, resembling an entry in a travelling journal (sprinkled with some magic movement).
For: Lomographische GmbH
Motion design: Mina Popa (themakibear.studio)
Motion design: Mina Popa (themakibear.studio)