Was there even room for Polaroid in a world where everyone can take, share and edit perfect photos with their phone for free? We developed this creative platform to prove that there was.

Every Polaroid is unique - you have the only copy in the world. It is a luxury and a privilege that no smartphone can match. It is a way for a creative class of millions to keep a link to art.
To have something truly tangible in a digital age where everything is fleeting.

To bring it to life for the Polaroid team, we wrote a book - with the work of amazing young photographers around the world - and I developed a visual system inspired by Polaroid’s iconic spectrum.

I called this approach ‘unpacking’ - splitting a layout into its separate parts and rebuilding
it through photography, illustration, typography and colour. Each part playfully interacts with the others without hierarchy like the tumblr of a small-town art kid.

The book had over 30 creative provocations, as well as visual, verbal and motion guidelines.

Role - art director/CD. Copy/CD - Henry Scott. Design - Genis Carreras. Strategy - Alistair Beattie.