The initial idea came about when my good friend went on vacation with his family. He was looking at the pictures afterwards, and he noticed that his mother was not in a single shot: she was taking all the photos. It's a problem most of us have; in my family, it's my father. He's never in a picture, because he’s taking them all.
So, we identified two main problems with cameras today. One of them is that the user isn't in the shot, but is instead always behind the camera, missing out on all the fun. The other is that the quality of the shot is limited by your skill and ability to position it correctly. If you are pointing the camera at a strange angle, there's nothing the camera can do to make that picture look good.
We solved the first problem by having the camera away from the user, looking back. So the user can be hands free, having fun. And we solved the second problem by allowing the camera to actually move itself. It can point the lens and choose the angle of the shot, all by itself, based on what's the best way to pose that shot, and regardless of the skill of the user. You don't have to know anything about photography or anything about drones. You can just throw Lily in the air, and the pictures come out looking great. It’s stunning photography.