When viewing others' images in Oggl you can tap a photo for details, including what film and lens combination they used, and choose to use the effect yourself with the tap of a button.
When using the built-in camera within the app, you'll recognize the 10 pre-loaded Hipstamatic films and lenses Oggl offers. For the first time, you can edit a photo's look after capture.

Imagine the creative power of Hipstamatic's digital lens, film and flash combos combined with the sharing experience of Instagram and you've got the gist of Oggl, which Hipstamatic announced earlier this week.

We've been playing with the iOS app, which was just made live in the App Store but remains invite-only for now, for a couple days now and can imagine the advanced sharing capabilities of Oggl will rekindle many iPhoneographers' love for Hipstamatic's cool digital lens and film combos. 

Oggl feels like an updated Hipstamatic for the age of Instagram. (The app world moves at the speed of light -- Hipstamatic felt wildly innovative when launched in November 2010, but with the incredible growth of Instagram (launched October 2010) and it's omnipotent social networking abilities bolstered by Facebook incorporation, Hipstamatic's lo-fi appeal has also forced it into a niche position that feels a bit outdated in comparison.)

Oggl's design is heavily Hipstamatic with a smooth interface. Built in social sharing makes for easy browsing of others' images, and tapping any photo reveals what film and lens combo they used to achieve a look. Another tap invites you to try the same combo.

A quick tap of your photo brings up location tagging, captions, film and lens choices and sharing outlets.
Oggl allows for sharing via Instagram, Facebook, Foursquare, Twitter, Flickr and Tumblr.

Using the built-in camera, you can choose from Oggl's five "favorite" combinations of films and lenses aimed at five common shooting scenarios: nightlife, food, portraits, landscapes and sunsets. You can mix and match all these to create your own combos of film and lens choices you'll recognize from Hipstamatic. You can preview an effect before shooting, and -- a first for Hipstamatic fans -- you can edit the effect afterward by choosing different films or lenses.

The business model for making Oggl a success depends on users buying into a subscription that will buy them more Hipstamatic lens and film options: $9.99 a year or $.99 a month grants access to Hipstamatic's past catalog and guarantees new gear each month.

Once you've snapped a photo in Oggl, a tap lets you access location tags, sharing options, captions and more lens and film combos. Share outlets include Facebook, Instagram, Twitter, Flickr, Tumblr and Foursquare.