Tag Archives: sx70

Writing with light

I wanted to share this ad for the Polaroid SX-70 camera out of nostalgia but also as a reminder of how tasteful advertising can be.

The music, colours and the fashions render the ad dated. However, the simplicity and beauty of the ad make the piece a short film worthy of re-watching, even just to relive the magical feeling when the ghost-like images appear on the iconic instant prints.

There is a lot of dialogue regarding the resurrection of Polaroid film. With the oversaturation of images around us, it feels like the cache of the Polaroid is out of fascination with analog, and not the appreciation for the process. People just enjoy contact with and the tactility of prints, like myself. I know that I am not alone.

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