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We've chased perfection for long enough. But that's not real. Real life is unpredictable. It's messy. It's color you can't control. It's dots & unwanted marks. It's wild.
Real Life is beautiful as it is. Just like Polaroid Photography.
To launch our Generation 2 instant cameras we're celebrating both the beautifully imperfect found in life—and in our photography. We equipped 15 one-of-a-kind photographers with Generation 2 instant cameras, and asked them to capture some real life/Polaroid truths in their own way.
Real Life is color you can't control
From the bright and bold to the muted and subtle. From sunsets, to stains, to the saturation of our film. Life, like Polaroid photography, is full of beautiful and uncontrollable color.
Weather. Ambient temperature. Film condition. Light. The whimsy of Polaroid chemistry. They all affect how the color comes to life in a Polaroid photo— and they're all, for the most part, out of our control. And that's beautiful.
"The colors of a sunset sometimes only last a moment, so we're reminded to be present"
Real Life is having to wait
Nothing worthwhile should come in an instant. Not even our photography. Life, like the development of our film, is worth the wait.
It takes roughly 15 minutes for a Polaroid photo to fully develop. This waiting time is just part of the process. So slow down. Enjoy the anticipation. Embrace a moment of unknowing. Great things come to those who wait.
"It's an essential tool and fact of being human. I find beauty in waiting"
Real Life isn't perfect
No two people are the same, like no two Polaroid shots are the same. In life, just like in our photography, it's our imperfections that make us unique.
Dots & marks. Blemishes & imperfections. Flaws & lightspots. Our film is so sensitive and lively that no two photos will ever be the same. Why would we want it any other way?
"The magic is in the mystery and uniqueness of each shot."
Real Life is sometimes unintentionally beautiful
There is beauty in the random, the wild, the unforseen. Life—like Polaroid chemistry—can really surprise you.
Polaroid chemistry is so complex that it's hard to know exactly what you're going to get, no matter how much you curate and craft a shot. This leads to surprising results—results that are often better than what you could have hoped for.
"Unpredictable, beautiful moments are little prizes that come from photographing everyday"
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