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A Camera Built for the Instagram Age

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This story appears in the October 2014 issue of Entrepreneur. Subscribe »

Otto is the first camera built entirely around the advent of Instagram. Yes, your smartphone takes advantage of photo-sharing apps, too, but its
existence came first; the apps came as a result. Otto, on the other hand, shoots in a way that's completely tailored for social media.

Otto's default mode is to use its bright, f/2 aperture, glass lens and quarter-inch CMOS (complementary metal-oxide-semiconductor) sensor to make the stop-action movies commonly known as GIFs (Graphics Interchange Format), of which you've seen a million or so devoted to cats. While you can use a GoPro or DSLR to make a GIF, Otto is easier. Note the crank on top. Each clockwise rotation takes an image. Stop cranking to reposition props in your composition after each turn. So: puss; puss and boots; puss, boots, party hat; puss clawing off its costume.

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