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How’s this for a prediction: “Camera media shall be greater than TV.”
That’s in response to Camera IQ CEO Allison Wood. By “camera media” she means filters, lenses and other augmented reality effects — Wood told me she’s been studying AR and camera effects for years, including a stint as an assistant professor on the Pratt Institute.
Last 12 months, she founded Camera IQ with COO Sonia Tsao to assist corporations construct marketing and promoting experiences for smartphone cameras. The big tech platforms have also been constructing their very own AR tools (we’ll probably hear more about Apple’s ARKit in only a few hours, for instance, while Facebook recently launched its own AR studio), but Wood said it stays “quite a fractured landscape,” one which Camera IQ may help unify with its drag-and-drop tools for creating, deploying and measuring AR content.
“We’ve created an end-to-end fabric that mixes AR toolkits, OS platforms and native apps,” she said. “You could make the comparison that we’re form of the Marketo of the camera.”
Camera IQ is announcing that it has raised $2.3 million in seed funding led by Shasta Ventures, with participation from Presence Capital, GC Tracker, Brilliant Ventures and Act One. Jacob Mullins (who used to work with me at VentureBeat, and who now focuses on AR and VR at Shasta) is joining Wood and Christian Gammill on Camera IQ’s board of directors.
The Los Angeles-based startup already has various well-known customers, including Goldenvoice (the corporate that produces Coachella), Refinery29 and Viacom. Wood said that while Camera IQ’s core business is its “camera experience manager,” it also works with customers on strategy and inventive support — partly because there’s a lot work to do to explore the medium’s potential.
“From a spatial design standpoint, we’re not talking about promoting and just delivering a coupon,” she said. “We’re talking about laying pathways, laying stories out within the physical world for audiences to interact with and to be compelled by. … They’re engaging with the brand at a deeper level.”
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