HTC is known for smartphones, and we’ve even associated the brand with tablets, but cameras? That’s a new one, and the company has something new for a world obsessed with taking pictures everywhere.

It’s solution for a world in love with capturing photos is a rather unusual camera that looks a little like a periscope or a military-grade torch, or possibly even an asthma inhaler, and it even sounds a little like that asthma puffer, too.

HTC calls it the “Re” or “RE” depending on how close to the brand you like to keep capital letters, and it is basically an action camera shaped nothing like a conventional action camera.

Currently, that section of the camera market is dominated by GoPro’s products, and while these are great for some, HTC thinks it can capture a different group of people, namely people who aren’t using action cameras for extreme sports or professional filming, with a funny looking camera that is easy to hold and offers simple captures.

The unique form-factor is paired with a wide-angle lens (146 degrees), making it easy to grab a selfie when aimed at the person holding it, while having it look out at the world will offer a wide view of the world around them, and the main button you use to take the pictures is pretty much where your forefinger will always go, a big circle painted silver and metallic.

That one button is there to make things as easy as possible, with a single press firing a shot, while it held down will start capturing a video and a subsequent press will stop it.