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CA:ME:RA is a novel photographic camera developed for the sport & lifestyle brand PUMA. It shows an innovative scenario of use and also cuts formally a new path. The camera inspires the user to capture moments and to handle the shots experimentally - to individualize them. By real time processing it is possible to generate graphic pictures. These can be printed by the attached PR:INT:ER. In addition to the design background a social one is given: By showing and sharing moments, human relations get promoted.