Polaroid collaborated with Ridley Scott Creative Group’s European office on a multi-film campaign to mark the next chapter in its brand story. The campaign celebrates the magic of capturing human experiences on a tangible Polaroid photo in the digital age.
With creative through the Ridley Scott Creative Group, and production through RSA Films Amsterdam, the Forever Now film series–launching with this film titled Real Connection–looks to celebrate the little moments. Now more than ever it is easy to get lost in a world of digital distractions. The essence of Polaroid is an appreciation for what we have here and now. It’s the magic of capturing those simple moments and making them meaningful. With the world slowly reemerging, the values in this film have only crystallized, making it even more important to celebrate our human connections.
Directed by RSA Films’ John Filipe, the campaign asks what it takes to capture this moment, drawing a parallel between human chemistry and the Polaroid film chemistry that occurs after each shot—and the magic that happens at the intersection of art and science.
“Shooting on a Polaroid camera in the digital era is pure poetry: The process creates a connection between the shooter and the subject. We wanted the campaign to draw a parallel between this human connection and the Polaroid camera chemistry. The resulting films dramatize the simple act of taking a picture, celebrating the subtlety that occurs in capturing a moment: it becomes meaningful, and the Polaroid picture becomes an emotional artifact,” said Filipe.
