With this project I really wanted to capture the emotion behind using these phone camera lenses. The friends all in the shot, the better art photo, the picture of your cat. Common things people take photos of, made better and displayed powerfully. I used a variety of smart catchphrases that I think helped to drive that home.
I used free creative-common graphics to convey the effect of each lens and mixed these components into a layout championed by the advertising man Ogilvy. Some of the layouts below feature the following format: image (the first thing a person is drawn to), a title then text/ info. This sequence produces a natural experience for the user.