CategoryF01. Consumer Products
Idea Creation 2 TINYMOS Singapore, SINGAPORE


Name Company Position
Boon Kheng Tan Y&R Singapore Art Director
De Neng Lim Y&R Singapore Copywriter
Viraj Chouhan Y&R Singapore Copywriter
Benjamin Tan Y&R Singapore Junior Art Director
Gerald Jian Y&R Singapore Junior Copywriter
Jabez Koh Y&R Singapore Intern
Chen Junyang/Grey Tan TinyMOS Chief Executive Officer
Chia Lih Wei TinyMOS Chief Technology Officer
Ashprit Singh Arora TinyMOS Chief Operating Officer
Raphael Goh TinyMOS Content Manager
Titan Lee TinyMOS Growth Hacker
Marcus Rebeschini Y&R Asia Executive Creative Director
Komal Bedi Sohal Y&R Singapore Chief Creative Officer, Singapore

The Campaign

The world of astrophotography generally has a high cost of entry. TinyMOS aims to bring astrophotography to the masses by creating a camera that is portable, packed with technology and easy to use. The interactive Star Map is a unique interface to easily locate and shoot celestial objects. It shows you the stars and constellations in real time and has a search function built in to guide you. This the world’s first camera designed specifically to take high resolution pictures of the stars and celestial objects. The patented noise reduction algorithm, high-fidelity back-illuminated sensor and interactive Star Map makes astrophotography a point and shoot experience that fits in your pocket.

Creative Execution

The TinyMOS camera was creating keeping ease of use and portability in mind while maintaining power. The tiny 113mm x 69mm x 22mm frame is packed with top-of-the-line technology like: An interactive Star Map that shows the location of stars and constellations in real time with a build in search function to guide the user. A lens adapter that lets you connect any conventional lens to the camera or even mount it on a telescope to capture images of planets. A back illuminated sensor that is twice as good as conventional sensors in converting light to signal allowing for higher fidelity images. A patent-pending noise reduction algorithm built into the camera that self calibrates and reduces noise effectively. An aircraft-grade aluminum mono-body that keeps the technology protected while acting as a heat sink to reduce thermal noise.

Indication of how successful the outcome was in the market

TinyMOS was lauded by photography experts and the news media alike. We were featured on CNBC and ABC7 will featured episodes. Photography blogs like (names) gave us featured articles and glowing reviews. Technology blogs like Mashable, Stuff, etc. took us viral around the world. A small camera that started in Singapore, created a big bang in the world of astrophotography, becoming a coveted item for amateurs and professionals. Most importantly, we achieved our original vision while building the TinyMOS. At a low price of USD500 and a weight of 700gms, we created a camera that was 3 times cheaper and 7 times lighter than traditional astrophotography equipment. So far, we have raised USD$330,000 funding from angel investors and the Singapore government programme to foster innovation.

While building the TinyMOS camera, our strategy came from the challenge of changing the world of astrophotography. We set out to break the two main barriers – expensive equipment and expert knowledge. With this in mind, we brought the team together to build a portable camera with high performance and lower cost than entry-level astrophotography equipment. The camera was designed keeping the amateur photographer in mind. The technology was designed to fulfill even professional photographers. But the main target audience for TinyMOS has always been the lay stargazers and to turn them into astrophotography experts.