Polaroid I-2 Camera
Art Direction — Campaign
Art Direction — Campaign
Creative direction and campaign development for the launch of the Polaroid I-2, designed to reposition the camera within the world of professional photography.
The campaign centered on a collaboration with Magnum Photos, inviting three Magnum photographers to explore the camera through their own visual language. The project focused on authentic creative use rather than traditional product promotion, positioning the I-2 as a tool for image-makers and reinforcing Polaroid’s connection to photographic craft.
The campaign centered on a collaboration with Magnum Photos, inviting three Magnum photographers to explore the camera through their own visual language. The project focused on authentic creative use rather than traditional product promotion, positioning the I-2 as a tool for image-makers and reinforcing Polaroid’s connection to photographic craft.
The collaboration resulted in a series of original works produced with the camera, including 30 Polaroid images and three short films. The campaign introduced a more refined and credible tone for the brand, aligning the product with the culture of professional photography.