The new Hipstamatic Hornbecker lens was released today as a part of NSW Always On FreePak. The other items in the FreePak were previously released in the Hipstamart.
The new addition to Hipstamatic’s lens collection was done in collaboration with photographer Chris Hornbecker, most notably renown for his work for Nike sportswear brand.
Honestly, I don’t know what to think of the latest Hipstamatic FreePak. Since the new pack is free — I assume also and especially thanks to Nike sponsorship — one could object there are no grounds for any criticism towards developers, feeding shameless promotional messages to their own loyal audience. However, I am sure I am not the only one annoyed at the notion of using a photo app so tightly connected with some huge brand I do not care about, to say the least; even if I cared about the brand, it would not change the way I feel towards this kind of promotional stratagem. Moreover, I don’t like the notion of using a filter bearing a not-so-subtle Nike logo on it. This is just one among the reasons I find myself using Hipstamatic less and less after every release. Before anybody points out that even iPhone/iPod has a Nike + iPod feature that comes with it by default, let me clarify that’s exactly the kind of corporate shit I don’t really like about Apple iPhone.
The filters and lens in the NSW Always On FreePak in themselves are nothing to fuss about: pretty good, but also pretty average effects, but yeah, all that counts is if and how you can market them. Both AO BW and AO DLX are black and white films, the former featuring a white border with intense whites, attenuated nuances and noticeable vignetting, the latter featuring a black border and high contrast.
The people behind Hipstamatic proved once more they are definitely very smart when it comes to devise effective marketing strategies.