To position the I-2 Polaroid’s most advanced instant camera, within the world of professional photography, we partnered with Magnum Photos, a name synonymous with photographic excellence.
The collaboration focused on real-world, creative use. Three Magnum photographers were invited to produce original, personal work using the I-2, exploring the camera’s potential through their own visual language.
The result was a powerful set of assets: 30 original Polaroid images and 3 short films that brought the product to life in the hands of trusted, world-class image-makers. More than just launch content, the campaign established a new tone for the brand, one rooted in craft, credibility, and creative freedom.
Following the launch, a global open call invited emerging photographers to explore the I-2 themselves. Selected winners were exhibited alongside the Magnum work at Paris Photo, extending the campaign’s reach and reinforcing the I-2’s creative credibility within the photographic community.
Magnum Photographers: Jim Goldberg, Enri Canaj, Newsha Tavakolian
Production: Magnum Photo