Rabbit director Al Morrow launches mobile photography light on Kickstarter (and gets fully funded in 45 minutes)
With film sets on a forced hiatus due to COVID-19, Rabbit director Al Morrow has spent his time, cooking, crying and trying to work out how to launch the next big innovation in mobile photography.
A few years back, Morrow watched his sister in-law complaining as she struggled to take a decent selfie. That day he decided he could take what he knew about lighting on a film set and bring it to life in a little consumer product.
Says Morrow: “On set, when we’re lighting for beauty shots (and you guys are smashing coffees and pastries), we’ll always use the biggest, softest light sources to make actors look their best. A big light wraps evenly around features on the face, and a soft light diffuses any hard shadows, so any bumps and creases disappear.”
In BIGSOFTI, Morrow has developed a mobile light that works with phones, tablets, cameras and laptops to bring these professional lighting principles together into a super lightweight, easy to use gadget so people can benefit from the way the pros do things on a film set.
After many long months of hard work, when Morrow finally submitted his KICKSTARTER page for approval, he was not expecting the response he got.
It turned out that the team at KICKSTARTER were as keen to see BIGSOFTI happen as he was, giving it a Project We Love badge; an accolade rarely given pre-launch.
Heather Corcoran, director of design and technology explained the decision: “We love seeing creative tools like this one on Kickstarter, and especially since it’s so beautifully designed and rooted in [his] own practice, with a strong mission.”
BIGSOFTI was developed and designed by the prestigious team at VERT in Redfern, NSW. The industry may recognise its name from collaborations it has done with The Monkeys, The Works, Thinkerbell and M&C.
The VERT team have won multiple Good Design awards and are the brains behind design elements for technology brands SONY and INTEL, regular contributors to great cultural projects for Sculptures By The Sea, The Maritime Museum, the BBC, the Sydney Observatory, and the Sydney Metro and have worked with leading names Deus & BMW, the NRMA, and Chivas Regal just to name a few.
The Kickstarter launched overnight and has already raised over 200% of its goal – so get along to make your photos look good, and stop Morrow pulling out his hair (or heaven forbid his majestic beard).
(Big thanks to Rumble Studios, White Chocolate & Toby Burrows for their help)