The new brand is called Antigravity. Image: Insta360 Insta360, a company known for its 360 and action cameras, is entering the drone market. Today, the company announced a new sub-brand called Antigravity and is teasing an upcoming drone that will shoot 360° 8K video.
The company says Antigravity is a "collaboration with third parties" and that it's spent years designing a product that will have "several world-firsts" in drone design. While details are very sparse – an official announcement is due next month – there are a few that sound intriguing. The upcoming drone will have 360°, 8K capture and weigh less than the 249g limit that many countries have set as a requirement for drone registration.
The company has released a marketing video with snippets of footage that may have come from the drone. As with many 360° cameras, the main use isn't necessarily in letting a few people actually view a 360° video, but in letting you capture everything and decide your framing and movement in post.
The company is teasing a small, light 360 drone.
Image: Insta360
The press release announcing the brand makes it seem like it'll be aimed at people who don't necessarily have a lot of experience flying drones, and who are just trying to capture "a family hike, a weekend road trip, or a new perspective on everyday life. " In other words, to start, Antigravity's products will be aimed more towards those looking to jazz up their social media feeds, rather than pros using drones for work.
The company also says it'll have a "co-creation program" that lets "enthusiasts and community members" leave feedback and ideas about what they want to see in future products, or what features they'd like to see added.
The US government has been growing increasingly hostile to DJI
It's been a while since we've seen a new player successfully enter the drone market, but Insta360 has a track record of breaking into areas seemingly dominated by one or two major companies. It's had some success taking on GoPro and DJI with its own lineup of action cameras.
The timing may also work in Antigravity's favor. At the moment, DJI is really the only brand that matters in the consumer drone space, but the US government has been growing increasingly hostile to it over the past few years and has continued to threaten to ban it outright. Despite some people snagging units, its latest drone, the Mavic 4 Pro, never officially launched in the US; it's currently not even listed on its US website.
Press Release:
Introducing Antigravity: The Future of Aerial Exploration and Storytelling
Flight reimagined for life.
Today marks the official launch of Antigravity, a new drone brand with a bold mission: to redefine aerial exploration and storytelling.
Incubated by Insta360 in collaboration with third parties, Antigravity isn't content with simply releasing another drone into an already crowded sky. Instead, it’s creating an entirely new category — combining the world’s first 360 drone with true immersive capture. All packed into a sub-249g form factor, with 8K resolution to match.
The brand envisions a future where drones enable immersive and intuitive experiences that reflect the curiosity, creativity, and spontaneity of the people using them. Whether capturing a family hike, a weekend road trip, or a new perspective on everyday life, Antigravity empowers people to explore and create while experiencing life as it happens.
"Today, most drones are tools. With Antigravity, we're aiming higher," says BC Nie, Head of Marketing at Antigravity. "While others compete on specs, we've flipped the script, reimagining what a drone should be able to do. The result is something that empowers real emotion and enables experiences like freedom, creativity, and discovery for everyone. "
The Idea: 360 Immersive Flight
At the heart of Antigravity's design philosophy is the concept of 360 immersive flight. The brand aims to own this space completely, and replace the technical complexity inherent in both drone flying and 360-degree videography with expressive, story-first experiences that are easy to master yet exceptionally powerful.
Inspired by You. Made for Everyone.
Antigravity drones are made for the curious and the adventurous. Creators. Travelers. Families. People with bold ideas but with limited time to learn complex flight controls and aerial content creation. It's for anyone who's ever wanted a drone, but felt it would be too big of an investment for something they may never be able to use to its full potential.
Ease of use is the starting point for all Antigravity products. Users don't need experience. They don't need a checklist — the drones are operated intuitively. While the rest of the industry is designing products for experts, Antigravity is building drones for everyone; beginners, experts, and everyone in between.
A Collaborative Approach to Product Design
Antigravity is also redefining how products are designed by making community and collaboration a core part of its ethos. Through the Antigravity Hub, the company's co-creation program, enthusiasts and community members are invited to help shape the future of Antigravity's products and features.
Every idea is read and considered, and those that inspire future products or features will be rewarded accordingly. Every contribution will be helpful in understanding what matters to users. Antigravity products are not designed in isolation. They're inspired by the people who believe in what they can become.
Technology Has Caught Up
Antigravity — and its upcoming first product — launches at a pivotal moment when hardware, software, and user expectations have finally aligned. After years of quiet development, the technology is ready to support a new kind of drone experience. This drone is set to revolutionize the industry, introducing several world-firsts in drone design that enable pilots to experience and capture the world in ways that weren’t possible before.
The drone has been designed to reflect Antigravity’s commitment to building a product ecosystem with unique personality, meaningful features, and a clear sense of purpose. To ensure that Antigravity drones are used solely for exploration and storytelling, all drones will include smart safety features such as payload detection to prevent misuse or unauthorized modifications.
Antigravity's first drone will be unveiled in August 2025. More information is available at www. antigravity. tech.
2025-7-29 16:00
