Polaroid Embraces the Messy Beauty of 'Real Life'

Celebrating imperfections is at the heart of the brand's new campaign

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Working with film always had its downsides, from high costs to a development process that could lead to creative disaster—but that has never fully counteracted its unique appeal for photographers.

Although there is significantly less film produced today than in the heyday of the medium, it has seen a surge in demand in recent years, partly due to the distinctive aesthetic that it produces.

Polaroid’s new global brand campaign, titled “Real Life,” acknowledges the experimentation that is necessary to creating great art.

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