Product Announcement: Lensrentals Looney

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Not to be left out of the spirit of Photokina, Lensrentals today announced it's first new camera design: the Lensrentals Looney.

Based on a Sony NEX-7, the Looney specs a 24.3 megapixel APS-C sensor, an ISO range of 100-16000, 0.02 second shutter lag, a 3-inch LCD screen, a built-in EVF, 25 AF points, Sony E and A mount compatibility, and 10fps continuous shooting.

The camera’s name and look pay homage to the fact that Lensrentals' staff howl at the moon. The Italian design (Cicala is Italian, sort of) features handgrips made of real fake leather, and precious carbon polymer gems on various switches and knobs, and a unique lens cap made from the finest recycled wood fibers and hand embossed by a member of the staff.

The Looney is basically a whole series of cameras made to order with different styles and materials. We have some fake green and black leather; yellow, green and blue gemstones, and some gold glitter left over from Drew's sceptor.

Here is your chance to own a unique camera that you won't see at every soccer game. Compared to many recent releases, the Looney is a bargain at only, oh, let's say $4,500. $4,500 sounds good, doesn't it?

77 Responses to “Product Announcement: Lensrentals Looney”

Chase said:

Looks better than the camera it spoofs which looks like its wrapped in meat.

Anthony said:

And it says Habbelsad on the back?!? I'll take five!

Joel said:

When can we expect to see a signature series?

Talesh said:

Priceless... I love it!

elkarrde said:

Brilliant! :)

Jason said:

Spectacular. I'll take five.

Roger S. said:

Is the thumb print included, or is that an accessory?

Taylor said:

This looks phenomenal! When will it be available to rent?

LensRentals Employee

Roger Cicala said:

That's our new Glare Resistant Screen option. It's another $300 but worth it in the Sunny South.


Space said:

Is it weather sealed?

LensRentals Employee

Roger Cicala said:


Depends on the weather. It is sealed against wind and sunshine.

Jim Thomson said:

Well quite a coup. LensRentals development team kept this a total secret.
No advanced leaks on any rumor sites.

Alfredo Pagliano said:


btw "Cicala" does mean Cricket in italian

David O'Sullivan said:

I would buy it if only it came with real fake carbon fibre and wood patterned plastic grip.

Michal said:

Shut up and take my money!

Sean Esopenko said:

This made me laugh out loud :D

Pete Johnson said:

I don't care if the leather is "real" fake or not, the real question is "is the plastic genuine?".

PeterK said:

Superb joke X-D

LensRentals Employee

Roger Cicala said:

Pete, it is genuine plastic grown on our own trees. The plastic beans are hand picked and carried by mule to our processing plant where they are carefully selected and roasted to create a smooth, creamy plastic.

David said:

As a Habbelsad fan boy, I am deeply offended by your savage attack on my favourite brand, which I will irrationally defend to my dying days. Do it again and I will start calling you nasty names in online forums.

jseliger said:

The plastic beans are hand picked and carried by mule to our processing plant where they are carefully selected and roasted to create a smooth, creamy plastic.

What effect does this have on bokeh?

Also, are the plastic beans organic?

LensRentals Employee

Roger Cicala said:


Of course we use only organic plastics in all of our products. No harsh synthetic chemical plastics are substituted. Sure, it increases the cost, but we only want natural plastics in our cameras and we know you do, too.

That's why we pick our plastic beans by hand and transport them by mule. We try to leave as small a footprint on the plastic environment as we can.

Bokeh is in the eye of the beholder, of course, and our bokeh has to be beheld to believe.

stickninjazero said:

I have buyer's remorse now that I got my boss to buy us a D800 instead of the new Habbelsad. Would be great for our aerial photography needs. Does it fly on its own? This would cause me to return the D800 as it still requires me to carry it aboard an aircraft to take aerial photos.

LensRentals Employee

Roger Cicala said:

Not yet, but we are working on a helium filled version. . . .

But with a camera like this, it's not whether it can fly, or even take pictures. The important thing is if it LOOKS like it can fly and take pictures.

Budi said:

Toyota : TRD
Nissan : Nismo

Sony NEX : Cicala edition
"a sportier, fancier and exclusive version of the ever-popular but plain-boring and pedestrian NEX"

Yep, sounds like a good idea!

James said:

I'm waiting for the Ferrari edition.

graham said:

I'll wait for the lady gag Polaroid thanks. I think they will use real meat, which has better ergonomics.

Zlatko said:

Looks like a very fine camera. But how well is that mule treated and how are the mule's carbon emissions?

John C said:

Dear Roger,

As a Nex-7 user, I loved your spoof. I am also wondering if the Sony camera and videography department are competing to see who can make the most ridiculous announcement. The camera this page is spoofing (trying not to spoil it) just barely edges out the VG-900: the FF Nex video camera with ZERO FF Nex lenses available. I love Sony but it sometimes does things that are just a bit too crazy.

cosinaphile said:

brilliant sendup of that vomitus farrago of a camera hassy has destroyed its reputation with .....

Nick said:

I hope that the sunshine sealing is one-way, as nothing should prevent the sun from shining *out* of this camera's tripod mount.

Mandeno Moments said:

Richard Franiec will go bankrupt if you continue to make such wonderful grips.

piero ds said:

How come it's not numbered? Is it not limited edition?

Friktus said:

jokess :) love it ahaha get a grip !!

Lizbeth said:

Meat was mentioned earlier - how about a handgrip wrapped in prosciutto?

Jack said:

Was it at Photokina? No? Maybe next year?
Why not to call it BloodyHassel. The accessories should include: a hot-shoe mounted 36” plasma monitor (for precise focusing), and a thumb rest. Add the Apohorrid lenses lineup and we instantly have a game changer.

Renzo said:

The Moral of the Story: The Cicada and the Ant by Jean de La Fontaine.

Cicala is italian for "cicada" ant hints to spending the summer sunbathing and singing without working.

LensRentals Employee

Roger Cicala said:


Sunbathing and singing without working . . . . now I see where my name originated :-)

Pedro said:

All I am interested in is the Cream Cheese version if there are any left ?

Michael said:

Maybe Habbelsad can come up with a "luxury" K-01. (No, that's silly, no one would have a K-01 lying around to work with.)

Michael said:

fingerprints (Cicala!) is the signature

NEX in drag?

zozkovacs said:

Brilliant! You are the best!

Rob said:

Please replace the 5dIII I have coming this weekend with one of those thank you!

Romano said:

Great! What about an LR-lux 7 ;-) ? Maybe a little more affordable...
Thanks, I needed a good laugh!

Peter Leong said:


And as for "H" themselves; groupthink at it finest moment!

Michael Quack said:

Forensics checked the finger print. They say it belongs to a guy named Victor.

Richard Davidson said:

Great idea, I would like my model to have a hand grip in hyde of the unborn nagga.

Dweeb said:

I sure hope the left focusing point works right. Can rentals guarantee that? And is it shiny?

DeeDee said:

OMG _ ROFLOL!!!!!!! This is the best thing I've read coming out of, er, Photokina-ish all week!! Thank you! It's awesome! I love your sense of humor. This is hilarious!! My favorite feature - the precious carbon polymer gems.

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