How often do you find yourself wanting to take a video or photo, only to realize there’s no space left on your phone? While cloud services can back up your photos and video, you must first store the media on your mobile device.

The Camra app from Israel, available globally, lets you quickly upload photos and videos (including full HD videos) directly to the cloud, bypassing your phone’s storage.

Camra’s patented technology is the result of two years of research by Invoke Mobile in Tel Aviv. The video or photo is converted while being uploaded to the server, so users can watch right away. Those you share with don’t need to download the media either; they can stream it from the cloud.

Camra’s secure solution gives you control of the media you share with fellow Camra users: If you delete the photo or video, it is deleted from everywhere on the platform. You can also share content with predefined contacts and across other platforms, such as Facebook and WhatsApp (the safety feature doesn’t apply to these cross-platform shares).

“We have successfully created an affordable, easy-to-use way of storing and sharing content without taking any storage on the user’s device,” says Invoke Mobile founder and CEO Dror Alony. “We believe that Camra presents a true paradigm shift in the cloud space and we know that users who try our platform will quickly realize how efficient and fun it is.”

Camra offers a free package of up to 5GB, and a paid package of 99 cents per month for 100GB of storage. The company is in talks with several cable TV providers to enable sharing and displaying media using a designated TV channel.