CAPTURE REAL LIFE

Polaroid's first-ever global out-of-home campaign was designed to showcase the brand's unique identity and stand out in major cities worldwide. The campaign targeted key urban markets, including London, New York, Paris, LA, and Berlin.

My role was to source and commiss 15 photographers from around the world, including regions such as Iran, Japan, South Africa, the EU, and the US, each with their own unique cultural perspective. The brief was to capture what "Real Life" meant to them, we gave each different campaign lines, They just needed to interpret their world through the unexpected and unpredictable imperfections captured on Polaroid film.

One of the key challenges to manage 15 artists from different time zones and cultural backgrounds while ensuring all deliverables and deadlines were met.