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, and credibility.
Jim Goldberg
Jim Goldberg is known for his innovative use of text and image, and has been working in experimental storytelling for over 40 years. “People don’t want to be photographed all the time. But people want to be seen. People want to be heard,” he says. In Two Arkansas Delta Communities, created in partnership with Polaroid, Goldberg documented the lives of residents in Augusta, a small disenfranchised town he describes as a “microcosm of what is going on in the rest of the States.”
Newsha Tavakolian
Newsha Tavakolian is an Iranian photographer, visual artist, and teacher. Her ongoing project Modern Iran seeks to reshape perceptions of her homeland. “When people are ignorant, you should direct your lens to issues that are important to talk about. I think it’s our responsibility to bring hope, light, and positivity,” she says. In her Mount Damavand Community project, created for Polaroid, Tavakolian captures a small region and the unexpectedly modern lives of locals living near the Middle East’s highest peak.
Enri Canaj
Enri Canaj, an Albanian-born photographer, creates work that is raw, honest, and striking in its realism. Through his images, he portrays the routines and daily lives of immigrants. “Now the world is fast. You don’t have time to think and create this kind of deeper connection,” he says. In the Polaroid extension of his Albania Homecoming story, Canaj imagines the daily life he might have lived in his homeland if he had not emigrated at an early age. The project opens space for introspection, reconnection, and a childlike sense of imagination.