The company that has made its name putting cameras in the air is bringing them back to the ground.

DJI, the world’s largest drone manufacturer, announced today at the London Film Festival a new product called Osmo, which isn’t intended for drones at all. It’s a tiny, hand-held device (what’s known as a “three-axis gimbal” in videography) that integrates with cameras made by DJI and allows for video shot by people on the ground to have the smooth, gliding look of footage shot by an airborne drone. An Osmo costs $649, and also comes with a 4K, 12-megapixel camera.

Here’s how a video would look shot with an Osmo-equipped DJI camera:

“We’re moving into a completely new product sphere,” said Adam Najberg, DJI’s Global Director of Communications.

Najberg says the Osmo isn’t intended to directly compete with GoPro GPRO, +1.46% , though there are similar use cases. Like a GoPro, its accessory options include a tripod, bike mount and extension arm -- for filming action sports or taking video selfies. But, unlike a GoPro camera, the Osmo doesn’t stream video live, it’s not waterproof, and it doesn’t have GoPro’s durability.

The Osmo is also targeted at enterprise-level users -- filmmakers or people who might be doing a 3-D mapping project and need an inspector on the ground to capture images that a drone couldn’t reach.

DJI already makes a hand-held gimbal, the Ronin, but the Ronin is less portable and compact and intended to pair with bigger cameras, like DSLRs. It is also significantly more expensive at $2,499, and is the size of a small suitcase weighing 9.26 pounds without the camera attached.

DJI

DJI rose to prominence with the introduction of the DJI Phantom, a lightweight, consumer-targeted drone that costs about $1,000. DJI is expected to exceed $1 billion in sales this year and raised a $75 million investment in May, valuing the business at $8 billion.

But DJI is recently shifting its focus away from purely drones to become a company that is “re-imaging motion,” Najberg said. “We’ve made motion capture different...and it’s a normal extension to bring it back to the ground.”

DJI

Osmo is designed for DJI’s own cameras, including the $4,499 X5 camera announced at InterDrone in Las Vegas in September, the first to bring cinema-quality footage to a camera built specifically for aerial photography.

A prototype of Osmo was originally showcased at CES in January 2015, but the real deal will begin shipping on Oct. 15.