The Pop-Up Pinhole Company, a tiny company based in East London and founded by designer and photography enthusiast Kelly Angood.
Kelly has been crafting pinhole cameras since 2010. She develops beautiful, educational and fun do-it-yourself pinhole camera kits and manufactures them using independent suppliers and traditional processes. Each kit is entirely designed and manufactured in the UK; something she is very proud of.
It all started when Kelly was at University in in Brighton. This is when she designed her first pinhole camera, the ‘pinhole Hasselblad’. She took the Hasselblad, something exclusive and unattainable and re-imagined it in an everyday, acsessible material; cardboard!
Her brief was simple; it had to work as a functioning camera, look fantastic and be affordable to make. An internal mechanism was developed so the camera would accept medium format film and operate as a beautiful, functioning, pinhole camera.
The unique design soon gained popularity online. People wanted to know where they could buy one, or if they could get hold of the plans to make their own. Unfortunately as a personal project it was a one-off and not for sale or easily duplicated in its current state.
Inspired by the interest in her design and the values of sharing and accessibility, Kelly developed the camera into a downloadable 35mm version that could be made at home for everyone to enjoy.
Once downloaded, the file could be printed out and made into a fully functional pinhole camera using a few everyday household items including an old cereal box, paper clips, a sewing needle, a soft drinks can and some craft glue. The file was downloaded over 60,000 times. Everyone from pinhole fanatics to papercraft hobbyists were using Kelly’s do-it-yourself camera to take their own pinhole photographs, and they began sharing their results online.
What had started out as a personal project now had community right at its heart! This community were active, engaged and keen to explore pinhole photography even further. It was time for them to have a design they could truly call their own.
This is when Kelly started to develop the VIDERE pinhole camera. It was to share the screenprinted and craft aesthetic of the pinhole Hasselblad, but this time be developed into a do-it-yourself kit so anyone could make their own stylish pinhole camera at home.
The community build through the free, downloadable version of her pinhole camera successfully brought VIDERE to life through a successful crowdfunding campaign in 2013. Over 800 kits were shared with backers from 41 countries across the world. VIDERE was being used as part of creative projects across the world and the community shared their results and feedback for a second time.
The Pop-Up Pinhole Co. also started gaining some amazing recognition in the press.
Using the feedback from users of the VIDERE as a springboard for development, a new Pop-Up Pinhole camera began its journey. VIDDY has been developed as a direct result of community feedback. It's easy to use, simple to load with lots of new user experience features including a film viewing window, shutter indicator and virtually glue-free construction.
It's also the best kit yet for little hands and we've been successfully testing it in schools with children as young as 11 as part of educational workshops. Constructing a camera by hand that can take real photographs, using the simplest method possible, transforms complex concepts into hands-on understanding.
So far the VIDDY has been used to teach subjects as wide-ranging as science, maths, history, art and design and engineering.
When you vote for The Pop-Up Pinhole Company on VOOM, you'll be helping to take this tiny, independant business to the next level. The business is currently ran alongside of Kelly's full-time employment, but she'd love to spend more time developing products, running workshops and spending more time at the heart of this amazing community!
As well as voting, can also get your own VIDDY, VIDERE, or combination of the 2 by pledging to this pitch. As a massive thank-you for this, you'll recieve 20% off the current RRP and free shipping (within the UK). Yay! It'll be with you when the campaign ends arouns the 23rd May 2016.
I'm afraid for this campaign, Pop-Up Pinhole Co. camera kits can only be shipped within the UK- sorry. Though, if you are from outside the UK, please show your support by voting for this pitch.
More about VIDDY
VIDDY is a screenprinted do-it-yourself pinhole camera kit made from tough, durable recycled card. It accepts both medium format and 35mm film.
Each and every VIDDY is screenprinted and die-cut by hand in the UK and is available in 3 colours; Green, Blue or Red.
VIDDY comes as a kit and the main pieces you'll need simply pop out so you'll go from flat pack to working camera in around half an hour!
Stickers and split pins are used to build the main body and you just need a small drop of glue to construct the film advance knobs.
There's no sharps, virtually no glue, and no mess.
Each VIDDY kit comes with everything you'll need to complete the camera, including a reclaimed medium format spool, a precision laser-cut pinhole, a red light-proof window, split pins, a sticker sheet and clear illustrated instructions alongside an easy to follow how-to video.
It's simple, educational, fully functional and takes great photographs. But most importantly, it's fun!
(But wait...what exactly is pinhole photography?)
A pinhole camera is a simple camera that uses a single small aperture - a pinhole - instead of a lens.
As light passes through this hole, an image is exposed onto the film loaded inside the camera. Exposure times are typically longer than with a normal lensed camera, due to the aperture being so much smaller. This means that pinhole cameras can typically take anywhere from a few seconds to a couple of hours to expose a photograph. Because of these long exposures the shutter is usually manually operated.
It strips complex photographic concepts down to their basic foundation: Light. How much to let in, and for how long!
Don't just take out word for it!
We could have just sent our VIDDY prototypes out to journalists and bloggers, but instead we decided to run a user testing programme and get the kits into the hands of the people that really matter: you!
Testing in action
They've been tried out everywhere from the south of Australia to San Francisco and our testers have varied from school kids to pro-baristas. We've also made sure we've tested them on everyone from pinhole fanatics to film photography virgins- we like to cover all bases!
Testers pinhole results
If there's one thing we're certain of, it's that VIDDY definitely isn't just for photography buffs!
What they said!