Polaroid & Magnum Photo
Art Direction — Cultural Activation
Art Direction — Cultural Activation
Art direction for a global cultural activation designed to position the Polaroid I-2 and the brand’s improved black-and-white film within the contemporary photography community.
Developed in collaboration with Magnum Photos, the project took the form of an international open call inviting emerging photographers to explore the camera and film through personal visual work. The initiative was conceived as both a campaign platform and a community-driven storytelling framework, extending the brand’s dialogue with image-makers beyond traditional launch communication.
Developed in collaboration with Magnum Photos, the project took the form of an international open call inviting emerging photographers to explore the camera and film through personal visual work. The initiative was conceived as both a campaign platform and a community-driven storytelling framework, extending the brand’s dialogue with image-makers beyond traditional launch communication.
Selected works were exhibited at Paris Photo, reinforcing the camera’s creative credibility while establishing a strong cultural presence.
The photographs were also presented across the iconic Morris Columns throughout Paris, transforming public space into a large-scale open-air exhibition and bringing Polaroid imagery to audiences in an unexpected urban context.
The initiative received more than 2,000 submissions worldwide, becoming the most successful open call ever organized by Polaroid and Magnum.
The photographs were also presented across the iconic Morris Columns throughout Paris, transforming public space into a large-scale open-air exhibition and bringing Polaroid imagery to audiences in an unexpected urban context.
The initiative received more than 2,000 submissions worldwide, becoming the most successful open call ever organized by Polaroid and Magnum.