Tinymos Astrophotography Camera: Tinymos - The Worlds Smartest Astrophotography Camera

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.