Hasselblad is on the verge of announcing a new camera that it claims will be a 'game changer in the world of photography.' Details are vague but the teaser image, showing a low viewfinder hump supports the rumors of a high-end mirrorless model aimed at the enthusiast and semi-pro camera market.

The camera will be the first expansion of the Swedish company's product line since it abandoned its much-ridiculed attempt to sell 'luxury' versions of Sony-derived models. In an interview with DPReview earlier this year, CEO Perry Oosting suggested the company had learned from the experience and would offer products that build on, and are more consistent with, the brand's heritage as it sought to expand into different markets. 

The launch will be broadcast live June 22nd at 5:00AM (PST) via the company's YouTube channel