Introducing Roll
The thinking behind Roll — bringing curiosity back to photography, one random roll at a time.
I've been working on something new over the past months, and I wanted to share a bit of the thinking behind it.
It started with a feeling I couldn't really ignore. At some point, photography began to feel heavier than it used to. Not in a bad way exactly, just different. Every time I opened the camera, I was already thinking about the result. How it would look, how I would edit it, whether it was good enough. Somewhere along the way, I stopped just looking.
I missed that.
So I started building something for myself. Something that could bring back a bit of that curiosity. Something that made photography feel more like exploration again, and less like trying to get everything right.
That idea became Roll.
Each day, you get a random film roll to unbox. You don't know what you're going to get, only that it will guide what you shoot. Some days it might push you to notice light. Other days people, colors, or small details you would normally walk past. It's a small shift, but it changes how you see things.
It's not about control or perfection. If anything, it's the opposite. The rolls act as gentle constraints, the kind that help you focus instead of overthink. You just go out, shoot, and see what happens.
The goal isn't to take better photos. It's to enjoy taking them again. To be a bit more present. To notice more. Some photos will turn out great, others won't, and that's part of it.
Roll launches on May 6 and is available for pre-order on the App Store. If this resonates with you, I'd love for you to try it.
