Polaroid is for living.

Polaroid is a legacy brand that risks becoming obsolete in a digital world of over-perfection and instant gratification.

But the reality is, 81% of my generation feels overwhelmed by their devices. Scrolling, posting, performing. It never ends.

So, I created a campaign for Gen-Z that shows that Polaroid is for all moments, big, small, and the ones in between. Ones that aren’t necessarily made for posting. Just ones to keep close, and carry forever. Perfectly imperfect.

art director

designer

copywriter

strategist

A collage of nine photos featuring various people and pets, with the text 'Polaroid is for messy moments' at the bottom, placed on a surface covered in graffiti and torn paper.
Two women are kissing with cake and cream on their faces, celebrating and enjoying a playful moment.
A spilled cake with strawberries and cream on a wooden floor.
Child drawing colorful doodles and characters on a transparent surface, including a smiling face, a sun, clouds, and various abstract shapes.
A large vertical photo display on an outdoor sidewalk, featuring a grid of nine different photographs. The photos include a girl riding a bicycle, a truck loaded with boxes, a woman in a white dress dancing, a cat, a child playing hopscotch, a sofa with a person, two children at the beach, a person doing a gymnastics flip, and a close-up of two people facing each other. The bottom of the display reads, "Polaroid is for first times" with the Polaroid logo.
A person performing a handstand in mid-air over the ocean, with one leg bent and the other extended, in front of a clear sky.
A bride and groom dancing at their wedding reception in a dimly lit venue with string lights overhead.
Los Angeles Dodgers baseball team celebrating together on the field.
Three large Polaroid-style posters on a gray concrete wall. The first shows a group of diverse friends lying on the ground in a circle, smiling, with the text 'Polaroid' underneath. The second features a person in a winter jacket and orange beanie raising their arms in a mountainous outdoor setting, with the text 'is for' below. The third depicts a couple kissing on the beach, with the text 'saying yes' written in cursive.
Two people are sleeping in the back seat of a car, with one hugging the other, during a road trip.
A young boy in a yellow school uniform standing on a sidewalk with colorful chalk writing that reads "First Day of 1st Grade" around him. The boy is smiling and has short hair.
An elderly woman with white hair sits in a wheelchair while a tattoo artist tattoos her arm in a room.
Instagram post from Polaroid featuring a woman holding a polaroid camera, text says 'Polaroid is for messy moments', with a blue 'Learn More' button below.