Daqri, a company that says it’s creating the “Photoshop of augmented reality,” just announced that it has raised a $15 million Series A led by Tarsadia Investments.

As with other augmented-reality companies, Daqri enables customers to enrich physical objects with additional media when those objects are viewed through a smartphone or tablet camera (and eventually other devices, too — the company says it will support Google Glass at launch). The technology has already powered more than 1,000 campaigns with companies like Twentieth Century Fox, Matchbox 20, and Sony, Daqri says. At the same time, it isn’t just trying to make ads — the company also sees potential in fields like manufacturing, medicine and education.