Art Direction – Maria Giulia Giorgiani
Creative Direction – Patricia Varrella
Magnum Photographers – Jim Goldberg,
Newsha Tavakolian, Enri Canaj
Films Editor – Bill Johnstone
Creative Producer – Alessia Abbamonte
Polaroid
I-2 Campaign
For the relaunch of the Polaroid I-2, we set out to redefine instant photography. Partnering with Magnum Photos, we launched a six-month global campaign celebrating photographic storytelling. Renowned Magnum photographers Jim Goldberg, Newsha Tavakolian, and Enri Canaj explored how rejecting traditional "perfection" leads to true mastery. We followed them across Iran, Albania, and the U.S. in three films capturing their creative process with the I-2. At the heart of this campaign was our first-ever Open Call, inviting storytellers to push the boundaries of instant photography. Winners received a Polaroid I-2, film, and Magnum mentorship to create empathy-driven stories shared worldwide. Beyond the Open Call, we curated an exhibition at Paris Photo, published a magazine, and sparked a movement to elevate instant photography to new heights.