In a digital world, Polaroid leans on creators to prove its purpose

Instead of embracing the consumer need for productivity and precision, Polaroid positions its brand as a window for relinquishing control. 

“As a creative medium that is unedited and unfiltered, Polaroid is an irrational product in a rational, digitalized world,” said CMO Nicolas Kettelhake. “Our belief is that the beauty of life often lies in the irrational things.” 

Since launching its campaign “Capture Real Life” last summer, which tapped photographers to celebrate the unpredictability of a film camera, the brand is widening its scope by pairing the value of its unpolished product with personal narratives from creators. In partnership with agency Superheroes, Polaroid invited creators to complete the open-ended prompt of capturing real life through a combination of Polaroid and smartphone shots. 

“We know Gen Z has a passion for nostalgia and is challenged by the demands of this day and age,” said Superheroes founder Rogier Vijverberg, who views the brand and campaign as an oasis from digitalization. “We also know they really want to be creative and have a great love for the creative process.” 

A more candid look at content creation

Across the Polaroid campaign, creator Leno Cainelli outlines the social anxiety that he experiences before approaching a stranger for a portrait, Shane Boyer speaks to the weather conditions that can impede the perfect shot and Mikayla Geier captures the struggle of presenting art for public approval.

“I fear that after all this work everyone will ultimately hate what I make,” said the YouTuber and musician  “but then I remember I started all of this because it was fun.” 

For Polaroid social media manager Josefin Pellinger, striking a balance between product placement and storytelling was top of mind throughout the process. Comments on creator TikTok posts speak to both sides of that mission, ranging from inquiries about the Polaroid Go to “This video warmed my heart” and “I needed this."

“I hope it inspires this generation to stop scrolling through their endless TikTok For You Page and remember there is an outside life worth capturing too,” she said. “I want people to feel grounded in that thought.” 

‍Embracing camera coexistence 

Polaroid is not looking to convince consumers that creativity is limited to a sole medium. Kettelhake, who described the campaign as a “ode to creativity in many forms,” said the best approach was to position Polaroid as an “and product.” 

“While our strategy is to differentiate ourselves from the digital medium, it’s not our enemy,” he said. “Everyone has a smartphone in their pocket, and we’re not pitting ourselves against that at all. Polaroid is what you want to have if you’re looking for something on top of the thousands of pictures you take with your phone.”  

Differentiating beyond the feed 

When selecting partners for this campaign, Pellinger looked for creators who had a track record for vulnerability and were comfortable sharing their creative process. In a social media feed full of product placements and unboxings, the brand wants to break through the noise in the same way instant film stands out from a continuous smartphone camera roll.

“You probably couldn’t tell me what the last picture on your phone was, but you probably have something special to say around your last Polaroid,” said Craig Miles, creative director at Superheroes, arguing that imperfect products in a digital world are also the most memorable. “It does become this love letter to real life.”