This see-through camera lets photographers maintain eye contact with their subjects

The Verge · Andrew Liszewski · 2026-11-06 15:33 UTC

The HOA A1 is a digital camera that incorporates a large viewfinder into its design so photographers can look at what they’re framing instead of a screen.

Lutra, a South Korean startup, has debuted a new brand called Humans of Authenticity (HOA) that’s launching another screen-free digital camera that incorporates a large open viewfinder into its design, as spotted by PetaPixel. The camera is reminiscent of the Godox C100 but the HOA A1 positions its lens and sensor close to the center of its large viewfinder window so that a photographer can maintain eye contact with their subject, or feel more in the moment while framing a shot without staring at a screen.

The HOA A1 First Edition is expected to launch on December 1st in a very limited run of just 100 units. Preorders haven’t started yet, but the camera will be priced at 360,000 South Korean won, or $289 for US customers. The A1 features a 16-megapixel, 1/2.53-inch Sony sensor paired with a 26mm f/1.75 lens. There is a tiny LCD display on the back but it’s used to display information like battery life and your remaining shots. Everything else about the camera is strictly point and shoot with a shutter button located on its top edge.

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