I have a fondness for slightly lost translations… maybe you have a ‘nostalgy’ for film cameras too? PowerShovel is a Japanese company born out of a passion for music and photography. According to their website, ‘We never wanted cameras as precision machines, rather we imagine the camera as a sort of sketch book, something with which you easily record bits of your life. This has contributed to open up a new market in Japan called ‘toy camera’. Just as how people thought, after CDs appeared, that the noise of analogue records was eloquent, after the appearance of digital cameras, people are starting to feel something more than mere nostalgy towards analogue cameras.’ They go on to say, ‘It may not seem like a great vision, but the ideal of PowerShovel is to have today in laughter and in delight.’ I think that their vision sounds ideal and the cameras sound kind of like fun too.
