Looks like someone’s a Mad Men fan: Just like Don Draper showed Kodak clients his presentation for the Carousel slideshow machine, Dropbox revealed its decidedly digital and cloud-oriented take on photo sharing and organization today, also named Carousel.

(Funny, though—Drew Houston always reminded me more of Pete Campbell.)

Carousel is Dropbox’s new approach to organizing and sharing photos and videos, the company announced at its Wednesday press event in San Francisco. Essentially, users capture images and clips that get stored in Dropbox, and then Carousel—available now via iOS and Android app—organizes them into events by time and location. 

Dropbox exec Gentry Underwood kept stressing how easy Carousel was to use, calling it “one place for all your memories.” There’s no limit, at least none that the company acknowledges today. It’s designed to handle very large numbers of images—as many as 10,000, according to the demo. The idea is that a user might take that many photos in his or her lifetime, so Carousel steps in to make storing, organizing and sharing them fast and efficient.

Watching the demo, users would be hard-pressed to tell that they’re accessing Dropbox’s cloud, rather than flipping through images stored on their phones. The interface looks very similar to apps and services like Apple’s Photo Stream.

Carousel also comes with sharing features—which works via email or phone number, even if the recipient’s not a Dropbox user—so Android and iOS users can snap, share and scroll through their Carousel assets, no matter what device they’re on.

By itself, Carousel seems like it might be a very handy tool, but taken together with Dropbox’s other moves—extending Mailbox offerings, debuting its enterprise tools and adding things like collaboration features—it further cements the company’s ambitions to take on Google and Microsoft where they live. 

For more about Carousel, check out Dropbox’s official announcement on its blog