Shasta Ventures, known for its early investments in companies like Nest, is debuting a new investment initiative dubbed the Shasta Camera Fund. Principal Jacob Mullins unveiled the fund on Monday at the TechCrunch Disrupt conference in San Francisco.

Through the new fund, the firm is going after the recent boom in apps and tools focused on photos, videos, and augmented reality. Major social media companies like Snap and Facebook have already declared the camera as the next frontier, and with tools like Apple's ARKit and Google's ARCore, among other tools, it's easier than ever for entrepreneurs to build these new media experiences.

Fund details: It will invest at the pre-seed or seed stage, up to $100,000 per startup. It's a carve-out from Shasta Ventures' Fund V.