Tuesday, May 26, 2009

Medium Format Lomography – a marketing masterpiece


Great way to sell a crap camera producing ugly pictures – but there are some great ideas, too.

Back in 1946, the first Lomo Lubitel camera was created in Leningrad. Its name, meaning “Amateur” in Russian, reflected its simplicity.

Shooting with the Lubitel+ is different than anything you have shot before. The combination of its glass lenses, the flexible 120 or 35mm format, fully manual everything, fully automatic nothing, peering into a waist-level finder, slowing things down with focusing and dialing in the correct exposure settings, and a myriad of other analog factors make it a full-bodied experience that activates all of your senses and brings you into a special and very intimate place.

The key to keeping the spirit alive is VARIETY. Doing the same thing gets repetitive and a bit boring. Change it up and inject some fresh passion into your Lomographic relationship! No matter what your mood, the Lubitel+ has a film format to match it. For even if you’ve been around the block with 35mm film more times than you care to count, the union of PANORAMIC sized images (58mm tall!), exposed SPROCKET holes, and a fresh PORTRAIT format will let you see a new – and irresistibly tempting side of 35mm film that you never know existed before.

This is truly “auto-nothing.” This affords you total control over everything that happens. Lubitel+ pictures have their very own look and special analog character. Of course they are sharp, crispy, artistic, painted with light, and grand. But they’re also occasionally random, sometimes too vibrant, often vignetted at the edges, and totally flexible to your wishes and innovative tinkering. Rather than reflecting the objective reality in front of you, they reflect the subjective reality of the Lomographer behind the camera. They will make you look twice.

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