fine lines agency
fine lines agency

Real Life is not black & white
Polaroid

Polaroid has always been led by human connection.

As our world becomes increasingly hyper-digitized, it’s critical that we preserve a core pillar of photography: Empathy; the ability to see things from someone else’s perspective. Magnum and Polaroid have teamed up to find and mentor the next generation of Imperfectionists seeing life not as only black and white, but all shades of grey.

 

fine lines agency

Inspired by the classic Petersburg hanging, we have translated the concept of the project into a grid-based hanging, which shows each artist individually and yet presents a harmonious overall picture. 


 

Services
Narrative, Creative & Art Direction, Global Curation, Production

Year 
2024

Real Life is not black & white
Polaroid

Polaroid has always been led by human connection.

As our world becomes increasingly hyper-digitized, it’s critical that we preserve a core pillar of photography: Empathy; the ability to see things from someone else’s perspective. Magnum and Polaroid have teamed up to find and mentor the next generation of Imperfectionists seeing life not as only black and white, but all shades of grey.

 

fine lines agency

Following the direction of this global campaign, we translated the idea of ‚Real Life is not black and white‘ into a Polaroid brand space at Paris Photo. The design visualizes how the Magnum photographers and 10 open call winners have used the medium of Polaroid film to explore stories of subcultures, topics, professions, beliefs or movements that are often overlooked or misunderstood.

Inspired by the classic Petersburg hanging, we have translated the concept of the project into a grid-based hanging, which shows each artist individually and yet presents a harmonious overall picture. 


Services
Narrative, Creative & Art Direction, Global Curation, Production

Year 
2024

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