Ailing consumer electronics brand Polaroid has leant its name to a new motion photo sharing platform called Polaroid Swing which saw its release on the App Store yesterday.
Similar to Live Photos in iOS, the app lets users capture a one-second moment with their device's camera, which can then be shared over social media or in the new platform's Instagram-like social feed.
While its premise is nothing new, the quality of the motion captures is a step above that offered by typical GIF-creation apps, and records moments in 60 frames per second for smooth, crisp playback.
What's also unique to Polaroid Swing is the way users interact with the shots. Tilting the device left rewinds the moment, while angling it right advances the capture relative to the speed of the user's motion.
Floating the mouse cursor over a capture when viewed on a desktop, or sliding a finger over the shot on an iOS device, produces the same effect. Users can also embed Polaroid Swing moments as another way of sharing their experiences.
The app is the result of a partnership between the Polaroid brand and a Silicon Valley tech startup chaired by Twitter co-founder Biz Stone.
The developer team is comprised of former Apple engineers as well as the creator of Instagram's original filters and logo, Cole Rise.
"Polaroid Swing has the potential to change the way we think about images, just like Twitter's 140 characters changed how we think about words," said Biz Stone in a press release. "People will start seeing the world in one second moments. It's a genre-defining medium."