SEE LIFE NOT ONLY AS BLACK & WHITE BUT AS ALL DIFFERENT SHADES OF GRAY.
2024
As image-making becomes increasingly hyper-digitized Polaroid wants to preserve what’s real. They want to preserve: Empathy. Seeing the truth in each others perspectives. So for the lauch of a limited-edition film pack containing different shades of gray frames I couldn’t help but drive home this point.
I was really happy to learn later that an alternative headline I’d written for this campaign found its way onto the Champs-Élysées for a collaboration with Magnum Photos during Paris Photo. Seeing life not as only black and white, but all shades of gray. Ten open call winners used the Polaroid medium to explore stories of subcultures, topics, professions, beliefs or movements that are often overlooked or misunderstood.
I was really happy to learn later that an alternative headline I’d written for this campaign found its way onto the Champs-Élysées for a collaboration with Magnum Photos during Paris Photo. Seeing life not as only black and white, but all shades of gray. Ten open call winners used the Polaroid medium to explore stories of subcultures, topics, professions, beliefs or movements that are often overlooked or misunderstood.
