Ray Ban does realworld instagram

Brands creating photo filters is not news - but Ray Ban has created the first realworld retro filter.  A mobile app literally lets people see the world through a pair of Ambermatic sunglasses.

People can send in any digital photo via the mobile app to the ambermatic machine (located at the flagship store in London).  The machine then reshoots the digital photo through a pair of Ambermatic lenses and sends it back to the user.

You can see the gallery of Ambermatic photos here.

I’m not sure that I’d use the app myself - but I still think it’s a smart idea taking on the trend of digital retro photo effects with a very lo-fi solution that really demonstrates the product benefits.