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Hipstamatic and W Magazine announce the launch of a new, limited edition FreePak. The new WMag FreePak is the first-ever magazine-inspired lens, film and virtual camera case created by Hipstamatic and extends the app’s reach into more traditional forms of publication.

The new pak is available now as a free download in-app. It’s available for a limited time only — about six weeks through September 30 — so grab this new pak while you can. This is a very pleasant Tuesday night surprise.

The new FreePak consists of a new lens, film and commemorative “case.” The new lens and film give images a distinctive, very desaturated, yet high contrast look. To me, the new pak is almost a ‘Through the Viewfinder’ look without the targets, dust, and aberrations of a TtV effect. See the sample images below for a couple of shots of the new lens and film in action (sorry they’re not the greatest, but it’s late night here), as well as reference shots taken with Apple’s Camera app.

Also, Beginning August 21st, Hipstamatic users can snap photos with the WMag FreePak and enter a contest for a chance to have their work showcased at a month-long, W-curated exhibition at the Ace Hotel in New York City. W Magazine will also select one overall winner who will get to shoot a photo story for wmagazine.com, introducing their work to millions of fashion influencers. Pretty cool.

“Hipstamatic has already been embraced by professional photographers across a variety of industries, including fashion. Through this partnership, Hipstamatic hopes to surface the next generation of fashion photographers, and elevate the conversation around advancements in mobile photography, ” says Molli Sullivan, Hipstamatic’s Director of Communication.

The WMag FreePak is live now in the app’s Hipstamart. Grab it quickly before it goes into the vault.

Hipstamatic’s Wonder lens and W40 film.

Original subject shot with Camera app

Hipstmatic’s new WMag FreePak

Original subject shot with Camera app

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Here’s the entire press release from W Magazine and Hipstamatic:

W MAGAZINE AND HIPSTAMATIC PARTNER TO LAUNCH THE FIRST-EVER MAGAZINE-INSPIRED LENS

Expanding on W’s rich heritage of fashion photography, this partnership aims to identify a new generation of social photographers through user-generated photo contest and exhibition

W Magazine announces the launch of the WMag FreePak, the first-ever magazine-inspired lens, film and virtual camera case created by Hipstamatic, makers of the Hipstamatic iPhone camera app. The WMag FreekPak is free for Hipstamatic users for a six week period beginning today, and is inspired by W’s editors and content from the magazine’s September fall Fashion issue, on newsstands August 21st.

In celebration of W’s 40th anniversary year, this first-to-market partnership expands on W’s rich heritage of fashion photography and aims to identify a new generation of social photographers.  “During its 40 year existence, W has been a breeding ground for some of the industry’s most world-renowned fashion photographers including, Steven Klein, Mert and Marcus, and Mario Sorrenti, among others.  The WMag FreePak allows our brand to continue with this tradition of identifying and fostering talent but in a truly digital and social way,” said Caroline Wolff, W’s Photography Director. “Hipstamatic’s users are high quality content creators, attune with the latest trends in photography and fashion— we can’t wait to see what will undoubtedly be some amazing photos snapped with the WMag FreePak.”

Beginning August 21st and running for six weeks, the WMag FreePak will serve as the anchor to a photo contest users can enter through the Hipstamatic app. Each week, the top contest images will be showcased on W Magazine’s Facebook page  [http://www.facebook.com/wmagazine], to encourage other W fans to snap and submit their best photos taken with the W-inspired lens and film. Ultimately, winners of the contest will have a chance to be featured on www.wmagazine.com and at a month-long W-curated exhibition alongside photos taken by W Magazine’s editors, contributors and global network of street style photographers.

On October 15th, the top ten popular vote winners will be announced on www.wmagazine.com and on Facebook [http://www.facebook.com/wmagazine].  A selection of contest entries will be featured in the month-long gallery exhibition at the Ace Hotel in New York City. At the opening night party for the exhibition, which will be co-hosted by W Magazine and Hipstamatic, W Magazine’s editorial team will announce its top five “best-in-show” photographers, and the winner who will shoot a story for wmagazine.com.

“When it comes to fashion photography, we can’t think of a better brand to partner with than W Magazine,” said Lucas Buick, CEO and co-founder, Hipstamatic. “W Magazine continues to raise the bar for editorial fashion spreads, blurring the lines between photography and art, which makes them the perfect match for a creative collaboration such as this. We’re excited to help them unearth and inspire the next generation of fashion photographers with Hipstamatic.”

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Marty Yawnick

Marty is a self-employed graphic designer in the Fort Worth/Dallas Metroplex. He is an avid Rangers baseball, Chicago Cubs, Packers and Highbury Arsenal fan. In addition to capturing random moments with whatever camera is close by (usually his iPhone), his other interests include coffee, film, music, and traveling in seats 5E and 5F with his fiancé.

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