The Rig is the first of its kind, leveling all the factors that play into a taking picture and allowing consumers to finally decide which smartphone camera is the best. With just one click, the Rig proved the Windows Phone was the best camera phone. Keeping all settings equal, we built custom native mobile apps for Android, iPhone and Windows Phone operating systems. Each app connects to an onboard server via an onboard wifi network. The server is connected to a hardware shutter release button on the Rig. When you press the button, the server sends a signal via socket.io over the wifi to the phones allowing all these components to work as one unit. This allows people to take one photo with multiple smart phone cameras with the push of a single button. The Rig evolved into a beautified handheld demo that is being used for advertising, events and consumer-facing forums. In this version, the Rig housed a variety of phones with custom native apps for Android, iPhone and Windows Phone operating system. Each app is connected via an audio cable. When the button is pressed, a signal is sent to each phone allowing them to work as one unit. Microsoft is pursuing a patent with us listed as inventors. While product-demos are not new territories of advertising, the Rig is the first of its kind to allow users to see the different results between a variety of smartphone camera.

The long-term goal is to continue to use the Rig for future shoots and events and to include the Rig at the retail level to allow users to experience the difference themselves. We continue to discuss future iterations with Microsoft. Nokia expressed interest in buying the Rig and Microsoft is exploring options to license out the Rig. The Rig will allow the products to speak for themselves and will evolve the way people shop for smart phones. The results from the Rig have been used for tv spots, social media channels, print and more. The Rig has also been used at events like D1 and will continue to be Windows Phone ultimate proof point when it comes to comparative camera phone demos.