Polaroid ‘Forever Now’ Campaign Focuses on ‘Moments That Make us Human’
Polaroid collaborated with Ridley Scott Creative Group’s European office on a film series to mark the next chapter in its brand story. The campaign celebrates our human experiences and the magic of capturing them on a tangible Polaroid photo in the digital age.
“We were delighted to be contacted by Polaroid—the level of collaboration and trust has been profound. From strategy to creative ideation and execution, there has been a shared sense of purpose. We’re super excited about the campaign we’ve created and our next steps together as partners,” said Ross Plummer, Europe MD for Ridley Scott Creative Group.
With creative direction through the Ridley Scott Creative Group, and production through RSA Films Amsterdam, the Forever Now film series looks to celebrate the little moments. Now more than ever it is easy to get lost in a world of digital distractions. The essence of Polaroid is an appreciation for what we have here and now. It’s the magic of capturing those simple moments and making them meaningful. With the world slowly reemerging, the values in this film have only crystallized, making it even more important to celebrate our human connections.
The film, directed by RSA film’s John Filipe, asks what it takes to capture this moment, drawing a parallel between human chemistry and the Polaroid film chemistry that occurs after each shot—and the magic that happens at the intersection of art and science.
“As the world continues to change around us, we’re still drawn to the experiences that make us human. It’s in our DNA. The extremely complex chemistry in our factories all leads to the simplicity of a photo magically developing in the palm of our hands. Celebrating these two worlds of real and human chemistry is what we sought out to do with this film, and we love the result. RSA were a pleasure to work with - we aligned on the shared mission early on and worked towards the goal of telling this story” Oskar Smolokowski, CEO of Polaroid, said.
The “Forever Now” film is available to view in long form here (run time: 108 seconds) or it can be seen in three shortened chapters titled “Real Connection,” “Real Chemistry,” and “Real Lifestyle.”