Our Process
The launch of the Gen 2 by Polaroid coincided perfectly with the resurgence of analog photography, as consumers began pushing back against the notion of ‘perfection.’ To capture this shift, we worked closely with the Polaroid design team to create the “Capture Real Life” tagline, celebrating the beauty and allure of imperfection—three words that encapsulate why we use Polaroid. Together, we established the copy structure, headlines, and visual systems, with Figma facilitating seamless remote communication and smooth creative exchanges.
Building on the tagline, we developed a series of headlines, each representing a unique feature of the Gen 2 camera. We crafted the image direction to align with these headlines, ensuring each visual concept connected a product feature to a human experience. For instance, a pregnant mother waiting for her baby illustrated the theme of waiting, while the unpredictability of a sunset captured the uncontrollable nature of color.
To bring the campaign to life, Polaroid invited 15 photographers worldwide to use the Gen 2 camera and “Capture Real Life.” These photographers highlighted culture, stories, environments, and experiences, leveraging Polaroid’s unique techniques to showcase the product’s distinctiveness.
Polaroid featured the images and stories in social media campaigns, e-commerce platforms, and out-of-home (OOH) advertising. These visuals were scaled to larger-than-life proportions in key cities worldwide, creating unexpected connections that delighted photography enthusiasts and the broader public.