With Illum, we're able to start to customize that supply chain in a very deep way... to rethink the entire imaging pipeline.
Mark Horowitz and I built it onto an optical bench in the lab. We spent and eight-hour span putting this optical light path together.
Camera 1.0 was film. Camera 2.0 was digital. 3.0 is a light-field camera that opens all these new possibilities for your picture taking.
With light field technology, there is a huge opportunity for creativity in photography that hasn't been available in the past.
I've always been very interested in the question of how computation can fundamentally advance the things that we can see. This led me to have a fascination with medical imaging, especially things like MRI and scanning, and eventually computer graphics.
Yes, we are a producer of cameras, but we understand that at the end of the day, you have to make photos in software. A lot of companies focus on the camera side, and a lot are on the software side. There's a chasm between the two.