POLAROID
REAL LIFE IS NOT BLACK AND WHITE.
IT’S FORMED FROM MANY DIFFERENT SHADES OF GRAY.
Monochrome
Photographer: Harriet Browse
Designer: Daryna Blades
I-2
Sr. Copywriter: Fraser Nelson
Art Director: Maria Giulia Giorgiani
2024
I was the copywriter for a special-edition film campaign: monochrome frames. And part of that campaign I wrote the line ‘Real life is not black and white’. Which was one the Sr. Copywriter loved and decided to use for his own campaign for the Polaroid I-2 Camera. So for the special-edition film we went for ‘Discover real life in all shades of gray’, and the other line to my surpise became the name for an exhibition in Paris photo, and found it’s way into a beautiful OOH campaign too.
FACTS
Image-making in the dawn of AI and social media has become more and more superficial.
IDEA
Be honest about real life. That it’s much more complicated than what first meets the eye.
