Craft seems to have been founded on one simple idea: we as photographers and filmmakers should be able to design our own gear to fit our own specific needs. The company has announced a new camera system called the Craft Camera which seems to do just that, as this new, versatile product will allow users the freedom of using the same camera in multiple configurations starting at $699 with upgrades going as high as $2800.

It’s a monumentally paradigm-shifting concept that, if it succeeds, actually has a chance of changing how we are content creators see cameras.

The maiden product of Craft, the Craft Camera, is currently available in two different models: HD and 4K.

What makes Craft special is that you can totally customize the camera for your specific needs. This type of customization creates three different cameras—action, studio, cinema—with just one system. This feature will help users reduce the cost incurred in multiple camera platforms without compromising on image consistency.

Full technical specifications will be announced early this summer.

HD Video Element, Super 16mm CMOS Sensor with Global Shutter (1920×1080, 1280×720)

4K Video Element, Super 35mm CMOS Sensor with Global Shutter (4096 x 2160, 1920×1080, 1280 x 720)

Frame rates 23.98, 24, 25, 29.97, 30, 50, 59.94, 60

Fast and slow frame rate speeds at intervals up to 120fps

Recording Formats Cinema DNG and ProRes (additional formats will announced).

DIMENSIONS (W X H X D)

Video Elements: (97.15mm x 96mm x 39.68mm) (3.7” x 3.6” x 1.5″)

Store, Battery, Audio Elements: (97.15mm x 96mm x 33.4mm) (3.7” x 3.6”x 1.3″)

LCD Elements: (97.15mm x 96mm x 30mm) (3.7” x 3.6” x 1.2″)

Fully assembled cinema camera: (97.15mm x 96mm x 170mm) (3.7” x 3.6” x 6.6″)

Recording capabilities include ProRes and CinemaDNG on high-speed CFast media. An SSD version will be released at a later date. Both the HD and 4K models of the camera are equipped with thirteen stops of dynamic range. The 4K model comes with a Super 35mm size sensor while the HD model utilizes a Super 16mm size sensor. Both cameras record high speed images up to 120 frames per second. A hot swappable EF, MFT, and PL lens mount called the Speed Mount allows users to swap lenses in seconds. The removable ND Sled allows users to add a internal mechanical ND filter to the Craft Camera eliminating the need for external lens filters. Users can add different Control Links to remotely control the Craft Camera. The Control Link comes in three versions: Ethernet, Serial with LANC, and Wireless. Additionally the system has 2 mic inputs, 1 output for audio, HDMI and SDI outputs for video, dual battery operation, and hot swappable CF cards.

The main concerns here are going to be sensor quality (because how footage looks is the most important aspect of a camera), but if Craft is solid there, I believe that the concept has some serious legs.

Craft Digital Systems Inc. is currently accepting reservations from interested buyers through their website, http://www.craftcamera.com/. Reservations are available for $500 for a limited time only. First shipments are expected by the end of 2016.